Intel® Core™ i7 Custom Desktop Challenge
Intel® celebrated the launch of the Intel® Core™ i7 and i5 processors by developing the multi-country Intel® Core™ i7 Custom Desktop Challenge. This contest places the world’s best modders against one another to create the most innovative desktop computer that can withstand the most demanding tasks.
The Challenge:
Create a strategic social media communications plan that supports the Intel® Core™ i7 Custom Desktop Challenge website. Messages had to reach and speak to modders, individuals who modify off-the-shelf hardware or software. Members of this audience are typically difficult to connect with, and they do not seek traditional outlets to receive their information. Instead, forums and social media outlets are their main gathering spots. Goals of the social media plan included increasing awareness of the processor launch and encouraging users’ immediate adoption of the products.
The Solution:
Burns Marketing Communications performed all research, planning, delivery, and outreach tasks for the Intel® Core™ i7 Custom Desktop Challenge. Facebook and Twitter contest pages supported the contest website, and the website, in turn, supported the social media pages. Each channel linked to the others, and the website incorporated Facebook feeds. Outreach targeted specific Facebook groups and pages, Twitter pages, forums focused on Intel® or modding, and well-known modders. Steady communication was maintained through frequent wall postings, status updates, interaction with fans, and more.
The Results:
An intense level of activity and sign-ups was seen in the early stages of the plan implementation, and both the Facebook and Twitter pages experienced high traffic volumes. The interest spread faster and more naturally via social media networks than traditional outlets would allow. Registration expectations were exceeded, and the communication process was amplified by the ease of messaging through Facebook and Twitter.
