How Intel is using consumers’ social media footprints to create the content for a marketing campaign…
If you’re a frequent Facebook user, you’ll probably have noticed links to The Museum of Me tool popping up in your newsfeed over the last week or so. It’s part of a marketing campaign for Intel’s new Core i5 processor and manages to tick all the boxes for guaranteed viral status.
Punditry opinion is divided on the tool, with Mashable’s Todd Wasserman describing it as ‘a bit creepy’, and Ben Rooney from the Wall Street Journal suggesting the virtual tour through was unsettling, with ‘random people standing around in this rather soulless museum, gazing at your stuff as if you were dead.’ Others, like CNET tech columnist Don Reisinger have described it as a ‘neat tool’ and a ‘must-try’.
Once users land on the homepage, they are asked to grant permission for the tool to access their Facebook information. It’s worth keeping in mind that Intel doesn’t record the information it accesses and only looks at info you have publicly shared. Once it has done so, the program compiles (in about 30 seconds) a two-minute video that is a virtual tour through a ‘museum’ showcasing your life (as you live it on Facebook, at least).
Measuring content success
The most successful social media marketing campaigns are those that honour the medium itself. Too many brands create generic video content and simply plaster it all over the brand’s Facebook page, then sit back and congratulate themselves on having created a ‘Facebook campaign’. Intel’s campaign, by contrast, is an excellent example of how utilising the existing benefits and scope of a site like Facebook to deliver the kind of content that its users enjoy can deliver much better results.
If you look at the most popular elements of Facebook and compare them with the elements of the Museum of Me tool, it becomes clear that Intel has aligned its offering with Facebook at every step of the way.
Firstly, it has leveraged the incredible bank of shared content on Facebook to lower the barrier to engagement for consumers. All that is required is the click of a button, and in no time at all users are looking at a targeted, customised and interactive advertisement.
Secondly, Intel has correctly interpreted the passion point for most Facebook users, which is not only to look into the lives of their friends, but to share the details of their own. This is an incredibly significant motivator in Facebook usage and one that is all too often underestimated. Finally, the content is guaranteed to be engaging for everyone because the central theme is their own lives.
So far the application has received over 390,000 likes, which is estimated to have generated 2.3 million social stories back onto Facebook.
Time will tell if the social success of Intel’s application will translate into increased sales, but its certainly generating conversation and brand exposure.
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Image Source: Intel