Musical contest

DESCRIPTION

Intel wanted everyone to know that its processors power music and communicated that message through a six-market social media contest.

It created a metric called the Intel Supergroup and ran it through MySpace, the most popular social network among the musical fraternity. The contest would allow musicians to vote for the members of the supergroup, the song, the artwork, in fact every aspect of its development. The incentive for musicians to put themselves up for the vote was the chance to record the selected single and have a meeting with a top A&R executive at a major record company.

Intel promoted the contest via run of site ads in UK, France, Spain, Russia, Italy and Germany. It was launched by Tom, the founder of MySpace.

The brand also built on its promise to multiply music by becoming the first sponsor of the MySpace 5-track music application in the region, and a make Intel a Friend feature, as well as providing tips on making better music.

In 13 weeks the initiative attracted more than 60,000 friends and more than six million page views. Participants came from around the world with 46 different territories engaging with the activity.

The single was released in February 2008.

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