Code Seeker
Intel’s biggest laptop launch in recent memory came with a host of amazing product features. And it also happened in 2020, when consumers were on lock down and unable to get in-store to review products first-hand.
We know that reading through product features online isn’t high on anyone’s to-do list. So we transformed what people typically ignore into something that would get them obsessed.
Consumers spend less than 6 seconds reading product features. So we changed how they could learn about the new Intel Evo laptop features. We embedded the product page into every corner of pop culture.
Transforming a product launch into the most advanced scavenger hunt on the internet.
Instead of creating a traditional product page that touted all the features the new Intel Evo had to offer, we created a game of digital hide-and-seek that baked in the laptop’s product features with pop culture to create clues that had people obsessed.
The prize? One of 50 exclusive laptops. To win, people poured through our product features for hints; turning the average time spent on a product page from 5.9 seconds to an average of over 8 minutes per visit, and generated a year’s worth of total time spent learning product features during a 10-day campaign.
We recruited the king of clues, Ken Jennings, to create enigmatic clues based on laptop features for our digital community hidden all over the internet. Those who solve the ridiculously hard clues won an exclusive new Intel Evo laptop.
The Results
114 million video views
8,000% increase in time spend on product research
Awards
2021 Cannes Lions
Shortlist Brand Experience & Activation