Driving Awareness & Engagement with #IntelGameTime
We game for different reasons—to entertain the imagination, experience the unreal, or sneak away from reality—but the desire to win is universal. Intel pushes the boundaries of reality to power immersive gaming experiences. Step into the game, feel the thrill, and take the win with an Intel® Core™ i7 Processor. Undefeated experience, undefeated performance.
To align with the Intel Inside = Better Experiences Outside global campaign, our Intel Game Time experience demonstrates the power of Intel through immersive gaming. We used HTC Vive virtual reality technology and PC gaming to engage enthusiast and casual gamers.
Across the board, Intel reported double-digit increase in awareness, perception of Intel as an innovative brand, and purchase intent. Thailand reported their Intel Game Time activation as another record-breaking event.
Driving loyalty within a sea of devices
Intel is one of the world's leading manufacturers of microprocessors, and their products are used extensively in PCs, tablets and more. But since they are an "ingredient brand," purchased only as part of something else, creating Intel brand loyalty among consumers isn't easy. The company strives to educate consumers about the superiority of their products and encourage consumers to purchase devices with "Intel inside."
As a customer experience company focusing on the total shopper journey, WD began the project with an assessment of the Intel shopper's purchase mindset. We identified influences in selecting technology products and developed an experiential marketing concept and design to reach consumers in Asia-Pacific markets, where experiential marketing is especially effective.
Designing for scalability, versatility, and locality
The experience was designed for high-traffic retail malls to showcase immersive VR and computer gaming powered by Intel. We created an Intel Game Time Experience Playbook so local marketing agencies and fabricators could bring the idea to life in their own regions.
Each moment of the experience shows how "Intel inside" creates a better, more immersive experience outside. The central moment is a virtual reality tunnel that offers the ideal setup for the HTC Vive. Shoppers can experience numerous VR games, some more introductory and some more sophisticated. Large-screen monitors mirror what's happening so those on the sidelines can engage as well. PC gaming pods surround the VR tunnel to draw shoppers into the experience. Product display walls flank the central tunnel to increase purchase intent by showcasing products available for purchase at nearby retailers. We created graphic communications and promoter scripts to connect the gaming experiences with the processing power of Intel.
Part of the design success comes from the ability to localize the experience without hindering the integrity of the design. All events were promoted in their local areas through social media using #IntelGameTime. We tapped into gamers' competitive nature and created a leaderboard that could be customized for each event. Promoters were then able to structure their own gaming events, give prizes, and add an extra layer to the experience. Many regions invited celebrity gamers for discussion panels, meet & greet sessions, and gameplay demonstrations. Some extended the PC gaming aspect to host massive LAN parties or partnered with other gaming events to build buzz exponentially.
In Singapore, Intel partnered with Harvey Norman to create a unique experience for the launch of their new Games Hub store using the Intel Game Time experiential marketing design. Check out the video below to see highlights.