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Challenge

How do you accelerate PC sales in the gaming ecosystem when your consumers are notorious ad blockers?  You do as gamers do and hack “the system” by pioneering an inventive, first-of-its-kind “unblockable” media plan.   

As part of Intel’s 2^nd annual Intel Gamer Days – an online sales event across 40+ gaming partners – we were given the daunting challenge of breaking through to an elusive audience by driving interest and excitement for the event with the ultimate goal of PC sales.

Solution

F.O.M.O., officially coined in 1996 by Dr. Dan Herman, is a form of a social anxiety that an exciting or interesting event may currently be happening elsewhere, often aroused by posts seen on social media. This phenomenon is widespread in gaming circles, and one doesn’t have to search deep to find reddit thread after thread dedicated to the topic. To create an exclusive and urgent gaming moment, we set out to not only build anticipation, but generate F.O.M.O. at scale.  

Results

Intel exemplified worldwide best practices of how to leverage key audience insights to build a campaign centered around emotions (F.O.M.O.) and original, cutting edge use-cases for media.  With a laser focus on the audiences’ attributes and motivations, this campaign exemplifies effective breakthrough by constructing novel ways to deliver messaging to an elusive audience.