Intel Promo, Case study THE CREATORS PROJECT by VICE MEDIA Brooklyn

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Industry Computers & Computer Accessories, IT & Electronical Components
Media Promo & PR, Case study
Market United States
Agency VICE MEDIA Brooklyn
Released March 2012

Credits & Description

Category: Best International PR Campaign
Advertiser: INTEL
Product/Service: INTEL
Director of Communications: Alex Detrick (VICE)
Communications Manager: Rory Ahearn (VICE)
Communications Associate: Juliette Eisner (VICE)
Project Manager: Kaley Bolt (VICE)
Global Activation Manager: Becky Bass (VICE)
Communications: Jessica Hansen (VICE)
Media placement: Digital PR - The New York Times, Forbes, Huffington Post, The Wall Street Journal - April 2011
Media placement: Digital PR - Le Monde, Le Figaro, Libération, Arté Media - June 2011
Media placement: Digital PR - Globo, MTV Brasil, Metro - July 2011
Media placement: Digital PR - Time Out Beijing, CCTV - September 2011
Media placement: Digital PR - The New York Times, Forbes, The Wall Street Journal - October 2011
Media placement: Digital PR - The San Francisco Chronicle, SF Weekly, The Wall Street Journal, Forbes - March 2012

Summary of the Campaign
The Creators Project was born out of a shared belief by us and Intel, that today's innovators lack the technology, resources and access to produce and distribute their works. The Creators Project was designed to fill this void by enabling 'creators' through technology, to transform their creative visions into reality. Additionally, the Intel brand formerly struggled to resonate with a youth demographic. Through The Creators Project, Intel has connected with an 18-24 year-old audience, in all 6 countries in which it is activated, by engaging them through music, arts, design, and film.

The Creators Project has relied heavily on an aggressive earned-media campaign to introduce the initiative to millions of cultural enthusiasts. By leveraging state-of-the-art press conferences, interviews with hundreds of acclaimed artists, film screenings, large-scale global events, and the unprecedented collaborations between Intel's engineers and our artists, PR has told a captivating story on how Intel and its technology have become driving forces behind a global creative community.

The results have been spectacular, with acclaim from press from the best international outlets in the world. Media coverage has helped generate more than 127m video views, 28m unique visitors and 560,000 event attendees, and has won the project a number of awards.

To the public and media, The Creators Project has positioned Intel and its technology as a genuine patron of the arts.

The Situation
In the true nature of a partnership, our company and Intel have collaborated to curate a global events series, online video content, and messaging through The Creators Project.

At a time in the history of the arts where digital technology has revolutionised distribution and democratised access, The Creators Project gives artists the support they need to produce and distribute their creative works, while engaging a 18-24-year-old target audience in a captivating and credible manner.

The Creators Project showcases how Intel’s technologies enable young artists in transforming their creative visions into reality.

The Goal
The PR goals focus on introducing The Creators Project to millions of cultural enthusiasts and young trendsetters and artists. The Creators Project seeks to engage its target audience, comprised of 18-24 year olds, through wide-scale press coverage in the world's leading media markets and by engaging consumers via 'new-to-Intel' outlets. Throughout its aggressive outreach, PR continuously introduces Intel as a true patron of the arts and driving force behind creativity.

The Strategy
The Creators Project enlisted an integrated PR strategy designed to generate a perpetual wave of press throughout the year across all six activation markets. Led by the PR division headquarters in New York, local PR teams in each market employed a strategy rooted in promoting The Creators Project through each of its mediums: weekly video content distributed through its digital flagship and video channel,; the international event series attended by over 500,000 guests and hundreds of members of the media; the scores of artists and their works; screenings; and local workshops and meet-ups.

The PR strategy was highlighted by daily aggressive outreach in each market, targeting 'new-to-Intel' outlets (music, arts, cultural, film, fashion) frequented by our target demographic of 18-24-year-olds, featuring the narrative with credible examples of how The Creators Project support young artists.

In achieving widespread and overwhelmingly positive press, The Creators Project PR strategy executed a host of traditional and new media tactics. These included producing large-scale, state-of-the-art press conferences in New York, Beijing, Sao Paolo, Seoul and Paris, partnering with internationally renowned cultural institutions to drive additional media, extensive press tours of art installations, content syndication partnerships with leading outlets/portals, and scores of media availabilities with artists and Intel and our executives.

In 2011, we launched an art production studio where we provide resources and technology to create new, original works with artists. We debuted the first series of works at Coachella. As Coachella’s first-ever creative partner, we re-imagined the festival by creating ground-breaking visual experiences advanced by technology. Selected artwork from the festival along with additional work have been travelling all over the world as part of our event series, touring across Paris, Lyon, Sao Paulo, Seoul, Beijing, New York, and San Francisco. In New York, we took over an entire neighbourhood in Brooklyn. New York had never seen a festival like it.

The tools and plan were tailored by media market, in Beijing and Seoul relying heavily on traditional press conferences and press tours, while in NY and Brazil engaging media socially and through featuring artists as the messengers. And In Paris, traditional long-lead press trumped online digital coverage.

Documented Results
How did we do? The results have been awesome. Thousands of international outlets have covered The Creators Project, winning it critical acclaim from the best in the world, including The New York Times, CNN, BBC, The Huffington Post, NPR, The Guardian, Le Monde, Terra, Globo, and Youku. Press coverage has helped generate more than 127m video views, 28m unique visitors and 560,000 event attendees.

The events have accumulated over 1,700 posts, with 1130 stories plugging the TCP website, and over 1,050 stories mentioning Intel.

The Creators Project has won numerous awards, nabbing Ad Age's Media Vanguard Award for Best Integration of Video, Editorial & Experiential and more recently, a Webby Honoree for website in the events category, and Webby nominations for Online Video in Technology and Music, and Branded Content in the Interactive category.