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Razorfish - Michael Brito on Intel Digital Drag Race

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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).

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Razorfish - Michael Brito on Intel Digital Drag Race

  1. 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. 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 Page 2© 2009 Razorfish. All rights reserved.
  3. 3. What is the Core i7 Processor? Page 3© 2009 Razorfish. All rights reserved.
  4. 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 Page 4© 2009 Razorfish. All rights reserved.
  5. 5. Digital Drag Race Concept Page 5© 2009 Razorfish. All rights reserved.
  6. 6. Introducing the… Digital Drag Race Page 6© 2009 Razorfish. All rights reserved.
  7. 7. 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 Page 9© 2009 Razorfish. All rights reserved.
  8. 8. 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 Page 10© 2009 Razorfish. All rights reserved.
  9. 9. The Buzz…
  10. 10. The Buzz…Ad/Media Industry Page 12© 2009 Razorfish. All rights reserved.
  11. 11. The Buzz…Social Community Page 13© 2009 Razorfish. All rights reserved.
  12. 12. The Buzz…Design Sites Page 14© 2009 Razorfish. All rights reserved.
  13. 13. The Buzz…Creative and Tech Sites Page 15© 2009 Razorfish. All rights reserved.
  14. 14. 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.
  15. 15. Thank You Michael J. Brito

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