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After a successful first season, Intel strived to grow their “Music Experiment” platform and elevate their partnerships with MTV & SONY in order to engage young millenials with the SONY Vaio tablet line. So Giant Step expanded the multi-platform series fusing music, social media and technology, into a much larger and higher impact second season.


Giant Step produced themed concerts featuring Arcade Fire, Empire of the Sun, Disclosure and Taeyang - all performing in non-traditional (“secret”) venues across the country.

All shows were captured in HD for TV broadcast airing nationally on Palladia & Jimmy Kimmel Live (ABC) and for a multi-channel livestream. Events fused technology and music through a high-tech, multi-media focused production approach that integrated Intel and the Sony Vaio products in an organic way.

The campaign was centered around social media challenges to drive fan signups in order to win tickets and special prizes during the two weeks before each show. Through immersive, branded activations on Instagram, Vine, Pinterest and Facebook, the Ultrabook’s key features were brought to life. These daily challenges awarded super fans with free event tickets and special perks (like star in your own video, produced by MTV Iggy); entries considered most creative then competed for VIP experiences.


Intel’s primary objectives met unprecedented success.

Reach: Over 89MM Digital Media, 173MM On Air Media Impressions, 330MM PR Impressions and 9k+ event attendees, the program yielded a highly aware and engaged audience of Intel’s primary target.

Engagement: Immersive, branded social activations brought the Ultrabook’s key features to life. Overall user engagement was 165% over goal and 15,000 consumers were signed up to Intel’s database.

Awareness: By tapping into lifestyle interests of hyper-engaged music fans the Music Experiment 2.0 placed a halo on the Intel Ultrabook, increasing year over year awareness (+24%), purchase consideration (+25%) and purchase intent (+45%).