Paint your passion with Intel

By Nandana Das , afaqs!, New Delhi | In Digital | May 09, 2011
In a bid to promote its 2nd Generation Core Processors, Intel has launched "Picture Your Passion,' the digital campaign, aimed at cricket enthusiasts.

Intel India has launched a digital campaign 'Picture Your Passion' (, in a bid to promote its 2nd Generation Intel Core Processors.

Aimed at cricket enthusiasts, the campaign leverages the 'Visibly Smart' positioning of the 2nd Generation Intel Core processors, which combine smart performance and stunning visuals.

The visual activity which is based on cricket has been perfectly timed with the ongoing IPL (Indian Premier League) tournament. With the help of the toolbox provided on the site, a consumer can experiment with various visuals, colours and styles to create their own visual, choosing different backgrounds.

The micro site has 12 cities, each having two locations to choose from. The cricket enthusiasts can show their support and passion for cricket and their city by creating these visuals.

The Image gallery is the hub of different kinds of actions, from which the user chooses and creates a visual treat around it to decorate their city walls along with a brief text.

The campaign, which inspires consumers to create their cricket masterpieces on the microsite, has been created by Interactive Avenues, which is linked to the Intel India Facebook page, bringing the walls of their city alive with the visuals.

Talking about the idea behind the campaign, Sandeep Aurora, director, marketing, Intel South Asia, says, "We want to engage our audience on the proposition of the 2nd Generation Core processors. Hence, we launched this nationwide digital campaign called 'Picture Your Passion', a creative challenge by which you can display your passion for cricket through striking visuals, and experiment with various colours and styles. You can then publish on a wall of your choice, and share with friends on Facebook and Twitter."

About promoting Intel processors with a digital campaign Aurora adds, "Digital is being hailed as the next big wave on the marketing and communication medium. It has gradually become a pivotal medium of communication, supporting the traditional medium to help engage with audiences and offer an integrated experience to the consumers. Building on this insight, we felt that to bring out the experience of the 2nd Generation Core, we needed to provide the consumers with performances that they can feel and see."

Every week, top rated visuals would be rewarded and showcased on Intel's 'Visual Artists of the Week' gallery. The visuals will be featured in the winner's gallery on the site. The objective is to get the maximum number of people to 'Like' the visuals. The more the number of 'Likes' one accumulates, the higher the chances of getting exciting prizes from Intel. Simultaneously, a panel of judges including Graffiti artist Hanif Qureshi, and Illustrator Deelip Khomane, will judge the winners.

How will Intel benefit from the campaign? "The campaign helps Intel reach out to the youth through the online and social media, which is most appealing to them," says Aurora.

"Through 'Picture your passion', Intel wants to create a visual, as well as a real PC experience, relating back to Intel's 2nd Generation Core promise of offering a 'visibly smart and seamlessly stunning' experience. We look at the campaign as an activity or a journey that Intel is taking to drive stronger and deeper conversations with its consumers, bundled with experiences that are technology enabled," he adds.

Spends for the campaign is primarily focussed on its online presence, vignettes on news channels, and online banner ads. "We have seen results through the traffic that is being recorded on our microsite," adds Aurora.

Intel claims that over 1,00,000 visits have been recorded on the site in two weeks, and more than 4,000 visuals have been submitted so far. "The website is witnessing high engagement levels with an average of six minutes being spent by each unique visitor. The Intel India Facebook page has witnessed over 4,000 likes already," says Aurora.

Renowned Graffiti artist Hanif Qureshi, has even painted a 150' X 15' wall at Freedom Park in Bengaluru for a television commercial created by Ogilvy.

The digital campaign which started last month will continue till May 28.

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