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音頻描述	中國媒體介紹音頻文稿 Young people in matureand emerging marketslove watching talent shows where contestants sing for fame and glory.Right now one of these shows is the top-rated program on Chinese TV – X-Factor. The show is produced by HuNansatellite TV,and is popular show among Young adult. Intel chose to sponsor this program because itprovided an opportunity to showcase the company’srange of devices. In the past, consumers only saw Intel as working inside PCs, but now Intel can be found in Ultrabooks, mobile devices, AIO, and tablets.We needed to show consumersthatthey can look for Intel not only when they buy a PC but also when they shop for other tech products. To meet this challenge, we knew we couldn’t follow traditional marketing strategies.China’s current media environment is very cluttered – especially on TV!So we knew a content co-op would allow us to better communicate with consumers while they enjoyeda show. We had twoobjectives for this new campaign. First, promotean emotional bond with Intel’s brand through the content co-op and the brand message “Look Inside”.Second,introduce consumers to the range of tech products with Intel inside. To meet theseobjectives, we negotiated a sponsorship deal with X-Factor and Hunan Satellite TVto maximize TV exposure. During the program, Wecreated a campaign theme, “Look Inside Your Powerful Heart”, thatlinked Intel’s core brand message to the talent show. This message explained that Intel sponsored X-Factor because only those with a strong, optimistic heart – like Intel – can succeed; what is on the inside matters most. During the program, there are plenty of soft resources inside the show to demonstrateIntel master brand “l(fā)ook inside”, and in the commercial of the show, there is high frequent hard resources to push out the 2nd message “choose Intel inside when you buy digital devices” The sponsorship campaign differed from traditional advertising by building awareness through a dual strategy that used social platforms to reinforce and strengthen Intel’s message. Finally, we created a content-driven social campaign withreal-time, interactive, and diversified user-generated content cross various social platformssuch asDouban, SinaWeibo, and Baidu. This content focused on hot topics related to the TV show that synched with Intel’s core message. Additionally, we work with celebrities and KOLs to create Well-planned and customized seeding content. Besides, we launched three internal campaigns where employees createdhigh-quality content.We then leveraged the key message with summer promotions and broadcast our sponsor program through more PR channels. The integrated communications enlarged the impact of each platformfor consumers With a total budget USD$4 Million, the campaign generated amazing impact during the three-month campaign period. • Intel’stop of mind leading technologybrand awareness rose 100%, product performance awareness rose from 9 to 25, and awareness of the key message rose 180%. • Intel Conviction and imagery (functional and emotional) were strengthened.Intel Conviction for PC increased from 92 to 97, tablet from 85 to 97 and Ultrabook from 89 to 96; all enjoyed significant uplift. Both functional and emotional image perceptions rose from around 75 to 85. • The exposure level exceeded that of the other two co-sponsors and even exceeded that of the title sponsor for the fifth to tenth episodes despite having just 1/3 of their budgets(source: Millward Brown) • Top 1 rating program on same day same timeslot, and has reached to 238,246,000 Chinese audience. 515 million earned video views on ten video sites • Social effective exposure impressionsfor the campaign reached 106,610,907 (UV)and retweets and comments reached 499,242, which is equivalent to256,800 USD advertising value. The average impression for every tweet was about one million and the engagement rate for every tweet was 4,992, respectively. • The Total fans growth of sinaweibo, Tencentweibo and RenRen is 332,899. The Douban pagesaw 19,136,672 in total exposure and was recommended to front page hot topic ranking three times. Intel’s campaign showed that with a strong heart inside a singer, and a strong processor like Intel inside your computer, any dream is possible. 【音頻網(wǎng)】yinpin.com，專業(yè)音頻制作。音頻制作，音頻制作，音頻處理，音頻編輯，音頻剪輯，解說,視頻,多媒體音頻制作,事件音頻制作,英語音頻制作,陽光,詼諧,活力音頻制作,男聲音頻制作,年輕音頻制作,音頻網(wǎng) yinpin.com
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