Intel
I’m Here, Born for Gaming!

Challenge
E-sports in China is increasing each year. Gamers have strong demands to upgrade their equipment. Intel Master Challenger is Intel’s biggest national wide gaming campaign for Core i7 and aims to be one of the most important amateur gaming competitions in China. However, professional events such as LOL, DOTA2 and etc. are attracting more hardcore gamers and have a larger range of awareness and impact. How can IMC stand out from the competition and get more awareness among the gamers?


Execution
IMC campaign will help to boost awareness and preferences. We invited E-sports KOL and narratives to shoot key visuals and videos and send out an attitude to gamers. Calling their actions to come to play real.
After understanding the important role music played among gamers, we cooperated with one of the most famous pop singer Bai Jugang and created a theme song “I’m Here, Born For Gaming!” the song was enthusiastic, full of passion for gamers to ignite. Furthermore, a music video was demanded, mixed with animation and real shooting, telling the story of how five gamers won their challenges and achieved their goal in life and gaming. In the end, we did different versions for varieties of media usage.
IMC events take place in Wuhan, ChinaJoy, and the final will be held in Beijing.


Results
• Over 100k+ music playbacks and 1000+ comments on the first day of launch
• Launched in over 5 music platforms and approach more than 5 Million music and gaming fans
• 30%+ Event awareness increases
• Gained 27.98M article reading and 1.43M for video viewing