CMD_CS_Intel_TigerDirect_08_2013_v3
- 1. Intel introduced its powerful 4th generation Core processor in the summer of 2013. It teamed up with CMD and TigerDirect for a series of consumer events to promote the 4th gen Core initiative and drive sales of the Intel-based products available at TigerDirect.com and TigerDirect stores. Solution CMD developed a three-pillar approach: generate awareness, engage audiences and drive traffic. We identified movies where viewers mirrored the target audience for technology products with the new Intel processor (M18–34). Then, social media, email and radio built interest in theater lobby and in-store events. Booths offered trivia, raffles, digital caricatures and swag, plus opportunities to try new products firsthand. We zeroed in on deal seekers and DIYers by collaborating with TigerDirect’s in-store “Build Your Own PC” races with associated offers and discounts to further drive sales. Results Strategic thinking and integrated offerings meant big benefits for Intel and TigerDirect. In five cities over three months, we made 6.2MM impressions—8% over projections—and had 11K engage- ments—10% more than our goal. Gift cards had a 66% redemption rate, beating the industry standard of 15–35%. Product Data Branding, Branded Merchandise, Channel Enablement & Advocacy, Digital Marketing, Product Marketing, Strategy & Planning, Events & Experiential, Broadcast, Content Strategy & Marketing, Analytics & Metrics, Sales Tools & Training, Earned & Paid Media Completion Date August 2013 REACHING AUDIENCES IN THEIR ELEMENT © 2015 CMD. All rights reserved. cmdagency.com