Digital Drag Race Launches! Go Win
Intel is launching its new microprocessor, the Core i7, which is the most significant update to the Intel microprocessor since the Pentium Pro in 1995. But unlike any other processor Intel has produced, the Core i7 target audience consists of creative professionals, like film producers, gaming developers, and animators – a largely untapped audience for Intel. So they asked Razorfish to help them with the launch. We conceptualized, designed and launched the Digital Drag Race in partnership with Intel. Graphic designers and gamers are given the same software, system build and set of design assets to race against the clock in a timed, motion graphics design challenge. Go to Digital Drag Race to watch and to cast your vote too. The graphic designers have to use computers with the Intel i7 processor chip inside. The winners are being posted on a YouTube channel and the final race will take place at the Consumer Electronics Show in Las Vegas. Let me know what you think. Does this meet your criteria of a successful social media campaign?
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Nice campaign, Shiv.
What I like about it is your use of enticement to launch a potentially viral communication. There is a lot of hyperbole out there about social media campaigns, but what many forget is to make the first round of connections you have to tempt people to interact with you.
I'm not a gamer or a designer but I can almost feel the itch to clock my speed in a race against others. You've tapped into the competitive spirit of your audience.
The first rule of engagement is to be engaging. Write again and let us know how it all shakes out.
Ben, I'm glad you liked the campaign. I found it to be a great way to engage with the creative community. The folks in San Francisco who conceived the idea and executed the campaign did a great job. Its going to get a lot of attention during CES which will be fun.