MySpace audience drives Intel music campaign

Challenge: To engage music creators and sharers and convey the benefits of multi-core processing, while building brand affinity and a functional understanding of the product.

Client: Intel
Agency: Universal McCann
Lead planners: Elin Falk and Alastair Little

Strategy
This was based on the insight that digital musicians are tech-savvy, pragmatic and generally aged 25 to 35. According to Universal McCann's Power to the People research, MySpace is their preferred web destination, where they spend 10% of their total time online.

Activity
Universal McCann created a pan-European MySpace music programme to deliver Intel's "multiply your music" brand promise. MySpace's calling card since inception was the 4-track music player, which bands use to showcase demos. Intel launched the official 5-track music player, allowing bands to "multiply" their music on the social network.

To drive excitement and engagement, we launched the Intel Super-group initiative, asking the MySpace audience in six European markets to vote for their favourite singer, guitarist, bassist and drummer worldwide to form one supergroup.

Winners were flown to London to rehearse before recording a single in Universal Music's studios - this is out now on iTunes and all major digital music stores.

Online advertising and MySpace editorial integration ran in six European markets, delivering more than 450 million impressions. And an announcement from MySpace co-founder Tom Anderson was sent to more than 18 million users.

Results
Intel's MySpace page attracted more than 61,000 friends. Overall, it delivered more than six million profile views across 46 different markets and 25,000-plus artiste submissions. Universal McCann measured 200,000-plus interactions with Intel content, while a pre- and post-campaign study showed massive spikes in brand metrics and purchase intent, and 33% recall of the page among MySpace users.

Alastair Little, senior digital communications manager, EMEA, Universal McCann

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