Client case study: Intel Digital Drag Race was delivered by Intel Social Media Strategist Michael Brito on April 22, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).

1. Digital Drag Race Case Study
Intel Core i7 Social Media
Michael J. Brito
Social Media Strategist
Intel Corporation
@britopian
Michael.J.Brito@intel.com

2. Intel’s “conversation & engagement” challenges
We’ve lost relevance.
No one says “I want a computer with a Core i7 in it”
Ingredient brand makes it difficult to engage
Engagement in the social space has
generally been an afterthought
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3. What is the Core i7 Processor?
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4. Our vision for engagement
• Publish Web page
CREATORS
• Publish or maintain a blog
13%
• Upload video to sites like YouTube
CRITICS • Comment on blogs
19% • Post ratings and reviews
COLLECTORS • Use RSS
15% • Tag Web pages
JOINERS
• Use social networking sites
19%
• Read blogs
SPECTATORS
• Watch peer-generated video
33%
• Listen to podcasts
INACTIVES
• None of these activities
52%
Source: Forrester’s NACTAS Q4 2006 Devices & Access Online Survey
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5. Digital Drag Race Concept
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6. Introducing the… Digital Drag Race
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9. Metrics – DigitalDragRace.com
METRIC RESULT
Total unique visitors Exceeded goal by 250%
Total clicks to product pages Exceeded goal by 360%
Download interaction rate Exceeded goal by 50%
Average time on site Average time spent over 8 minutes
Total blog posts Exceeded goal by 12%
Additional bonus: won an ADDY and an IAC award
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10. Internal Feedback & Expectations
• Excitement with the look/feel and creative direction
• Messaging was tightly aligned with the brand
• Highly integrated with Intel.com
• Expectation was to go “viral”
• The Buzz & external mentions validated those concerns
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11. The Buzz…

12. The Buzz…Ad/Media Industry
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13. The Buzz…Social Community
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14. The Buzz…Design Sites
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15. The Buzz…Creative and Tech Sites
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16. Why did the Digital Drag Race matter?
• Helped humanize the Intel brand
• Sales increased
• We became relevant to this spectrum of consumers
MULTIMEDIA ARTISTS ANIMATORS FILM MAKERS
Page 16© 2009 Razorfish. All rights reserved.

17. Thank You
Michael J. Brito