IndiaSocial Case Challenge – edition 2
Category: Best Short Term campaign
Title: Intel-Picture Your Passion
Share a little about your organisation
Intel is the leading producer of microprocessors in the world.
Executive Summary
A technologically complex Facebook application was created which let the users paint fascinating pictures around cricket. Hundreds of people painted new and interesting images of cricketers and cricket teams. And the the Intel India Facebook page gained 18,000 new fans in the 30 days the contest was on.
Nature of the programme/ activity/ campaign
Business to consumers
Duration of the said programme/ activity/ campaign. Start date-end date
One and a half month (15-Apr-2011 to 30-May-2011)
Background
Intel India has created a social app called PictureYourPassion, where you can paint exciting pictures of your favourite game – cricket. The application resided on the Intel India’s website. Intel India now wanted to reach out to people through Social Media and help them discover the app. The idea was to increase the user participation of the PictureYourPassion app.
Objectives
The end objective was to increase the user participation of the PictureYourPassion app.
Strategy and Planning
We created a beautiful-looking tab on the Intel India Facebook page. We then started driving traffic from the page to the website. Also, the updates from the app were regularly shared on the Facebook Page tab.
Stakeholders
The brand managers at Intel were engaged directly. We engaged a lot of target audience. Youth, were a central target and a lot of youngsters played with the app.
Choice of channel/s
We needed to show the beauty of the app and the pictures painted by the contestants. So we needed a platform that can support photos. Facebook, with its ability to support multiple custom tabs, was the obvious choice.
Implementation
We began with creating the app on the company website. This was followed by creating the tab on Facebook. We did a soft-launch when the internal users started using the app. Slowly, the idea caught up and the users started flowing in. The fan numbers on the Facebook page shot up.
Impact and Outcome
During the activity, the fan numbers on the page increased from 3,000 to 21,000 – an increase of 18,000 fans in about 45 days.
Learnings
Social is all about the human touch; even from a brand perspective. A lot of conversations used to happen on the page. We gave tips on things like how to make better paintings etc. Users loved immediate responses. Small gestures made them happy. Humanization of brand, touched them deeply.
What next
The Facebook page is becoming big now. We already have 1.65 lakh+ fans. We have just integrated ‘Museum of Me’ – an international campaign by Intel Worldwide, on the India page and it has been receiving excellent response.
Testimonials
Not Available
External Agencies: Any partners who helped you with strategy
External Agencies: Any partners who helped you with implementation.
Suitable Title
Intel India And Users paint Beautiful Picture of Passion in Social Media
Fact Sheet:
Name of the Company: Intel
Category: Consumer Electronics
Case Submitted By: Karan Anand
Website: intel.com/in/pictureyourpassion