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EXECUTION
The idea was to get the user to create dazzling displays of light and colors which can be used as festive ecards. For this, we created a Facebook application called "Festive Kaleidoscope", in which users could select elements, colors and type of animation to create a visually stunning ecard. The first version was released for Onam, in which you create dazzling Pookalams with all kinds of flowers. And to keep the buzz going we followed this up with a second version for Diwali with diyas, rangoli patterns and flowers. The user could add his festive greetings to the card and send it to friends via multiple mechanisms.
The activity was also taken offline, wherein users could experience the application at POS.


BACKGROUND
Intel wanted to promote the new Intel Core processors as being 'visibly smart' and for this, they were looking at new ways to actually demonstrate an enhanced visual experience, rather than just say it out loud. So the challenge was to merge a technology product and connect it to a brilliant user experience. And not just for one campaign, but as part of a yearlong strategy, with strategic periodic bursts throughout the year.


INSIGHT
Research showed that there are 3 things Indians are deeply connected to – movies, cricket and festivals. And the timing of the campaign was in line with 2 of the biggest and most colorful festivals – Diwali and Onam. Which is why we decided to give user's a chance to celebrate the festive season the 'visibly smart' way and introduce the brand as the enabler.


RESULTS

Both applications gained immense popularity in record time. The Pookalam version of the Festive Kaleidoscope had over 6000 active users in one month! The one for Diwali also had thousands of users again in a period of just one month!

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