THE CHALLENGE:

The prevailing sentiment among avid computer gamers was that laptop computing power was sub-standard to more traditional desktop gaming rigs. Intel’s laptop OEM partners wanted to change this perception and use the launch of Intel’s latest 12th generation processing units to showcase just how powerful their mobile machines were for gaming.

THE SOLUTION:

The Power of Twelve

Through our research, we found that more casual gamers were being turned off by the high level of intensity and protectiveness PC gaming audiences had about their niche. Partnering with OEMs like Lenovo, ASUS, and Alienware, we devised a campaign strategy to target these younger more casual gamers; people who needed an all round laptop for school and work, but also had a penchant for gaming. Utilizing programmatic display and video, we successfully targeted this audience and drove sales for OEMs through the combined power of Intel processing and gaming storytelling.