Intel Inside. Amazing Outside.
Client: Intel | Agency: DCI-Artform | Role: Director of Creative Technology | Website: www.bestbuy.com/theintelexperience
Have you ever dreamed about starring in Hollywood's next big blockbuster? Or imagined what Best Buy would look like underwater? At the Intel Experience inside select Best Buy locations, you can do all this and more with the power of Intel technology.
Working closely with Intel we crafted a unique experience platform that delivers on the promise of Intel Inside. Amazing Outside. We turned a 12x16 foot shop-in-shop in 50 Best Buy stores into The Intel Experience, a hands-on space with engaging activities that showcase the power of Intel-based devices. Working in close partnerships with leaders in augmented reality, gestural control, projection mapping, 3D/4D, IoT, immersive and emerging technologies we have built dynamic digital experiences that truly engage and connect customers to the Intel brand. Our ability to dynamically push seasonal updates has allowed us to deliver experiences including 3D face scanning movie trailer creation, a 4K gestural controlled spellcasting game, real-time 3D face mapping/animation, interactive holographic displays, augmented reality games, and a hands-on 3D scanning/printing station.
A Look Inside The Intel Experience
Action Star – It's Time for Your Big Debut: This holiday, don't just watch — star in Hollywood's biggest action movie with the new Action Star experience. Scan your face, customize your movie, and see your debut on the big screen.
Transformation Station – A New You Awaits: Reveal your subdermal cyborg, grow some facial hair for Movember, see how grumpy of a cat you can become, or send a message from beyond the grave at the new Intel® RealSense™ Transformation Station.
Totems – Technology That's Out of This World: See what it's like to go shopping in the depths of the ocean, in the middle of a tech jungle, or in a winter sports arena with this new animated experience powered by Intel.
Ultimate Gaming – Adrenaline-Pumping Action Meets Unrivaled Performance: Get ready for an Ultimate Gaming experience that pushes PC performance and visuals to the limit. Can you beat the clock and make it out alive?
Interactive Hologram – See What's Possible with Intel Inside: Discover a new take on the silver screen with the Intel Inside Interactive Hologram. From revolutionary 3D creations to wearable technology, you'll see how Intel powers more than just PCs.
Product Gallery – Gifts for Everyone on Your List: Wrap up your holiday list with gifts that steal the show. At the Product Gallery, you can preview a variety of the latest and greatest devices from wearables to phones, tablets to PCs, all with the power of Intel.
YouTube Personalities iJustine and Jenna Ezarik Visit The Intel Experience
Objective
Ingredient brands succeed when they inspire consumers to find the magic within the products and experiences they buy. So when Intel decided to make a splash at Best Buy with a 12x16 foot shop-in-shop at 50 stores throughout the U.S., it sought to introduce customers not only to the devices that have Intel inside, but to the exciting things technology can do for them.
Intel knew that by linking it's brand to the innovative technology experiences it drives, it would create preference for and intent to purchase Intel-based devices. But how could Intel build something truly groundbreaking in a mass retailer environment?
Insights
The growing Millennial base was important to establishing Intel’s processors, chips, software and analytics as must-have consumer electronics components. Intel wanted its shop-in-shop to be sleek, on-brand and undeniably cool.
Further, Intel’s key performance indicators (KPIs) revolved around brand attribution and perceptions. To deliver on these metrics meant creating a space that was clear and easy to navigate with technology experiences that were easy to access, use and understand.
Several rounds of research were conducted to ensure the shop-in-shop was contextually relevant, likely to appeal to primary and secondary target audiences, and delivering on the KPIs.
Head of the Order – A New Way to Play: Harness the magic of gesture control to conjure spells, attack your opponent or defend your quest to become Master Sorcerer. Your hands are the controller with immersive gaming from Intel® RealSense™ technology.
Cast a Spellfie: Move your hands to conjure and cast your Spellfie using Intel® RealSense™ technology, share your powers via SMS or email.
A New You: Go ahead and make faces. With real-time facial tracking and recognition, your avatar responds to your every expression. Intel® RealSense™ technology gives you more immersive, interactive, realistic and personal ways to experience technology
A New Dimension of Creativity: Introducing a fully-integrated desktop 3D scanning solution from HP. Powered by Intel® RealSense™ technology, Sprout lets you scan 3D objects from the physical world, reimagine them in the digital world, and then bring them back to life with easy 3D print options.
Totems – Explore, Play, and Discover: Redefine retro gaming with new life-sized twists, explore the cosmos, or get abstract with a life sized paint canvas.
Stagelight by Open Labs – Power To Create, Versatility To Play: Create and customize your own music, make beats and more with Stagelight, powered by Intel® technology.
Solutions
To capture shoppers’ imaginations, we developed a shop-in-shop “canvas” for the latest interactive technology, creating a seamlessly integrated physical and digital environment with the ability to update six experiential zones efficiently over the two-year program.
The first mass-deployment of its kind, we developed a custom-built network within Best Buy stores and deployed digital content utilizing our LiveGuide content management system, which allowed for monitoring, analytics and maximized uptime, as well as easy refreshes. The future-forward technology infrastructure incorporated sensors and creative modularity, as well as support for store labor operations.
Results
The Intel Experience (TIX) succeeded by linking its brand to innovation by driving immersive, engaging, intuitive experience in Best Buy that tells robust stores and bring the “inside” technologies of Intel- powered devices to life.
Through this connection Intel is able to see direct brand impact through positive brand feedback and attribution, quantity and quality of engagement, sharing of experiences, Net Promoter Score, and intent to purchase.
On a broader, visionary scale, TIX is able to keep content continually up to the moment through our LiveGuide capabilities and support. TIX helped relaunch the Intel brand as the chief innovator in its category, inspiring consumers to improve their device experiences.