THE CREATORS PROJECT by VICE MEDIA Brooklyn for Intel

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THE CREATORS PROJECT

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Industry IT & Electronical Components
Media Promo & PR
Market United States
Agency VICE MEDIA Brooklyn
Released May 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: INTEL
Product/Service: INTEL
Agency: VICE
Date of First Appearance: May 17 2010
Entrant Company: VICE , Brooklyn, USA
Entry URL: http://www.thecreatorsproject.com/
Media placement: Website - Online - 17 May 2010
Media placement: Video Content - Online - 17 May 2010
Media placement: Editorial Blog - Online - 17 May 2010
Media placement: Event Series - Experiential - 26 June 2010
Media placement: Print - Vice Magazine - 1 June 2010
Media placement: TV - 3 Episodes - Travel China - 16 November 2010
Media placement: Pre-Roll - 4 Executions - Vice And Third Parties (MSNBC, Ren Ren, Naver, Les Inrocks - 17 May 2010
Media placement: Flash Banner Series - 10 Concepts - Vice And Third Parties (MSNBC, Ren Ren, Naver, Les Inrocks - 17 May 2010
Media placement: Editorial Syndication - E.G. MSN (BR), AOL (US), Youku (PRC), - 17 May 2010

Describe the objective of the promotion.
1. Increase Intel brand relevance among young people globally by engaging them through creativity enabled by technology.

2. Create an emotional bond between Intel and youth in the most authentic ways possible — through the passion points they care deeply about.

3. As an ingredient brand, hidden from sight, The Creators Project must bring Intel to the fore; inside lives, rather than inside a computer.

Describe how the promotion developed from concept to implementation.
Vice managed all aspects of The Creators Project event series. We scouted international cultural centers such as 798 Art District – the contemporary art center in Beijing, Victoria House in London, Baro Galeria in Sao Paulo, KRING in Seoul, and Milk Studios in New York.

Each event was customised for the market – a combination of international and localised programming. We engaged each market with relevant art and artists they had yet to discover.

We commissioned original artwork and curated additional artwork, live musical performances, and film screenings, as well as concepted and produced original workshops and panels.

Explain why the method of promotion was most relevant to the product or service.
Beyond our online media destination where we continuosly introduce new, international artists through in-depth editorial, we collaborate with these artists to bring The Creators Project experience to life through a global event series where attendees can engage with the technology first-hand.

The series began in NYC with a collection of artworks, films, panel discussions and live performances. The series then moved to London, Sao Paulo, and Seoul, and culminated in Beijing with a 3-day exposition in September.

In 2011, our event series debuts at Coachella and will then travel to Paris, Lyon, Seoul, Beijing, Sao Paulo, and New York.

Describe the success of the promotion with both client and consumer including some quantifiable results.
To date, the site has attracted 14 million unique visitors and its video content has been viewed 57 million times.

Globally, our social-media infused events attracted 30,000 attendees and triggered press coverage by more than 1,500 international, online news sources.

For the United States, United Kingdom and Brazil events alone, 100,000 users registered to attend. And, the New York launch event generated one of the website’s highest traffic days to date, showing the growth of the platform over time.

In just one year, Intel had significant increases in brand relevance, awareness and opinion amongst global youth exposed to The Creators Project.