Title	INTEL: HISTORY COMES ALIVE
Brand	INTEL
Product/Service	X
Category	B01. Guerrilla Marketing & Stunts
Entrant	MEDIAMONKS Hilversum, THE NETHERLANDS
Idea Creation	J. WALTER THOMPSON BEIJING, CHINA
Production	MEDIAMONKS Hilversum, THE NETHERLANDS

Name	Company	Position
-	MediaMonks	Production
-	JWT Beijing	Agency

The Campaign

Intel awaken the ancient history in China using newest technology. Realsense Technology bridges the past and the future by turning the user to experience as the historical hero in the actual location in History.

Campaign Success

We selected the Great Wall in an ancient city with over 5,000 years’ history in an outdoor environment. We produced four 3D historical animatic video covered 4 dynasties with different key historical heroes to be projected on the great wall. During the event, participants were invited to experience Intel RealSense 3D facial scan. A 3D animated historical character with their own face will then be generated instantly by cloud animation rendering server through 4G broadband network. They will become part of the history in the real location. The animated historical video with characters they presented were projected onto the Great Wall for a stunning cinematic viewing experience.

Describe the success of the promotion with both client and consumer including some quantifiable results

Business impact - sales, donations, site traffic: 590,247 wechat read views, the KPI reached 125%. Response rate: By the end of activation campaign, 48 social contents were pushed, finished 100% KPI and had over 120% propagation effect Impressions: 590,247 wechat read views, the KPI reached 125%. UGC result: Referral achieved 10,208, KPI reached 101% Comments achieved 3,266, KPI reached 363% Like: 14,564, KPI reached 104% Consumer verbatim: ‘Intel is always leading in technology innovation.’ ‘Guess it is going to be more popular in usage.’ ‘The technological advancement push further the relationship between human and technology.’ Consumer awareness: 50,555 Weibo engagement and 590,247 wechat read views, the KPI reached 150%. UGC achieved 3,266 comments, reached KPI 363%.

Explain why the method of promotion was most relevant to the product or service

This is a promotion event for Intel branding using Realsense + 3DMe application. Consumers will interact and become part of history in the actual location of where the history happened. The activation is a high technology experience that awaken the 5000 years of China history. Live.

The target audiences are the young millennial who find history of 5000 years China is too far away from their daily life. To get consumers to have a real life experience, the idea was activated as an event held at Great Wall in Xian, the actual ancient location with over 5,000 years of history. To demonstrate the cool technology of Intel RealSense, a collaboration of task force from software to hardware, from creative to event and PR was formed. It is a big contrast of bridging cool technology and history to create a time travel experience for consumers. By leveraging the unique attribute of RealSense technology of 3D facial scan, the consumers can generate their 3D lifelike avatars and become the main characters and immerse into the historical video projected on the great wall.