(by Nicole Barbuto)
Few people have the talent to make learning fun, but Intel mastered the art of educating through entertainment with their Visibly Smart campaign. The market for processors is fairly uniform across vendors, but Intel’s new Visibly Smart 2nd Gen Core Processor Family has such a strong difference from past processors and will actually impact users on a noticeable level. To showcase this difference, Intel teamed up with Snakk Media to create four mobile gaming challenges designed to educate consumers in Australia by showing off the new processor family’s unique capabilities.
Intel’s four mobile gaming challenges were designed to feature the new Visibly Smart campaign and how Intel brings excitement to its customers in areas such as music, gaming, video, and design. The Music Composer Challenge was a tune memory recall game, which showed how users could “do more with less” with Intel’s technology. The Storytelling Memory challenge tested users’ movie knowledge by having them place movie scenes in the correct order, which demonstrated how Intel could convert HD Media 18x faster. The Passion to Create Challenge demonstrated Intel’s Clear Video HD technology. The Car Chase Challenge was a racing game that promoted up to 12 times faster gaming. Upon completion of a challenge, Intel revealed a fact about their Visibly Smart 2nd Gen Core Processing family, hoping to educate people about its new offerings.
Intel had an overwhelming success with over 62,000 game plays. Their target market was Australian adults, 18-39 years of age. This market is passionate about the kind of technology that enables them to communicate with others and to display their creativity, which is what Intel’s new technology aims to allow. In order to reach a market that associates “spam” with the deepest of annoyances and that blocks every marketing message or advertisement that crosses its path, Intel catered to that market’s wants by creating some really fun free games. Each game appealed to a different interest and was able to attract a wide range of people.
However, as with any mobile marketing initiative, Intel also faced risks in executing its “Visibly Smart Mobile Challenges”. To see these risks, along with the final results of the campaign and other campaigns, check out the full case. MLC members can also visit our Mobile Marketing Resource Center to find our latest mobile marketing case studies and research.