Intel Gamer Days campaign was able to reach 38 million gamers and providing 353K IGD page interactions. This was 4 times the result of combined markets of Australia, Korea, Taiwan & other south-east Asia.
The Challenge
Intel Gamer Days is a flagship sale by Intel joined by OEMs & e-tailers. This was the 5th year of the sale with the primary goal of increasing traffic and engagement within the IGD microsite. Communication channel adopted was “Upgrade your setup to improve your streak & up your game.”
Insight and Strategy
The core audience were laptop gamers interested in streaming, gaming content and e-sports. To build strategy, we decoded gamer’s mindset. Gamers tend to be content loyalists and difficult to reach on mainstream media. Therefore, the idea was developed to deliver unique and engaging user experience through relevant reach. Activated media touchpoints were carefully chosen based on their ability to engage audience throughout the funnel. Hence, we reached out to consumers starting from awareness to point of sale. Our 3-week campaign aimed to intrigue the audience and create excitement by showcasing products before start of sale and generating awareness once sale was live.
Execution, Solution and Innovation
Activated media touchpoints were carefully chosen based on their ability to engage the audience throughout the funnel. During awareness stage, innovative banner activity such as countdowns, carousels and native ads were visible across various websites like sports, tech, gaming and news. With the help of articles & gaming influencers from Digit & StreamO we effectively informed our audience about the Intel Gaming Day campaign. Finally, we engaged our audience through on-ground activity in LXG gaming café across different cities and Tec e-sports tournament in Bangalore. In Bangalore, 50+ influencers participated in 5v5 on-ground tournament which was aired live on Youtube.
Result and Business Effect
This campaign was able to reach 38 million gamers with 100 million impressions providing 353K IGD page interactions. This was 4 times the result of combined markets of Australia, Korea, Taiwan & other south-east Asia. The campaign gave us a strong foundation and was a precursor to the upcoming pre-festive season.
