Intel Ultrabook DJ Launch (UK)

Intel wanted to align its new product, Ultrabook, with a music-savvy youth audience so pd3 set out to re-positioned Intel products with the music community through a nationwide DJ competition. I creatively developed and project managed this integrated campaign ‘PowerUp with Ultrabook’. The competition was promoted by Spotify and amplified across ATL, digital, social and radio channels, achieving over 400 DJ entries. Then an iconic BBC Radio 1 DJ judged and shortlisted the DJs to perform at 6 regional heats across the UK and the winners performed at a finale warehouse party in East London.  To showcase the technology and prowess of Ultrabooks the DJs used the computers to mix on and OneDotZero and Marshmallow Laser Fest were commissioned to create a unique digital installation using Ultrabooks for the finale event. The campaign was a huge success – driving product sales and generating buzz within the UK music community.

Results:

• 2.5 million social media reach
• 240k video content views
• 100k new social media followers
• 95 million campaign across all media and finale event oversubscribed by 200%.

Summary:

• Client: Intel
• Role: Senior Account Manager/ Producer  at pd3 agency
• Services: Integrated Marketing, Social Media, Digital, Content Production, Experiential Marketing.
• Year: 2012

CONTENT VIDEOS

Regional DJ Heats:

Creative Technology Installation – OneDotZero & MarmarshallowLaserFest:

DJ host – BBC Radio 1’s Benji B: