Intel Game On

PAX East
E t 2010

Proprietary and Confidential—the information and materials in this document are not for use or disclosure outside of CMD except by express written consent.
Overview
Strategy
Generate maximum exposure, on and offline interactions, and
relationship building touch points at the inaugural PAX East
conference, which attracts 60,000 gaming and technology
th i t
enthusiasts.
Overview
Tactics
- Utilize social media to extend the experience, increase exposure and
awareness.

- Take advantage of opportunities to build deeper relations that may be further

leveraged.

- Generate excitement about Intel’s activation and the company’s products.

Intel Game On: Snapshot

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Intel Game On: Show Buzz

Blogs, podcasts, video webcasts, forum seeding

Have A Chance To Win A Intel Core i7 At Our Gamers Gone

Wild PAX East Party (SFX360)
“A
A huge thank you goes out to our newest sponsor Intel, who will
be attending Gamers Gone Wild handing out some choice
swag.”

Some Tips for PAX East (Road2PAX blog)

“Awesome news, right? They aren’t giving away an i7 processor
or a G60 gaming laptop
laptop. They are giving away MULTIPLE i7
processors and G60 gaming laptops!”

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 Intel Game On: Show Buzz

PAX East Facebook Group

p ((435 members))
Posted by group admin, “Intel Game On is back for PAX East and
they’ll be giving away thousands of prizes, including Core i7-
975 Extreme Edition p
processors and ASUS G60 g
gaming
g
laptops daily, for its Game On: Wear it to Win contest.”

PAX East Forums (44 replies/1,424 views)

Posted by forum member, “I have been following the Twitter acct
for ages, and of course will be at PAX. Hoping to get my
hands on a few of these buttons!”.
Posted by forum member, “You can't not come to [PAX] Prime. It
wouldn't be the same. Oh and of course, Game On was
g this yyear! My
amazing y buddy
y won an i7!”

4/23/2010 cmdagency.com | 6
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 Intel Game On: Show Buzz

Podcast at Gamers Gone Wild Party (RadioActive Nerd)

Podcaster interviewed Intel Game On regarding the “Wear it to
Win it” PAX East promotion and other Game On activities at
the conference.

Video Interview with Intel (GamerReaction)

GamerReaction, a popular video webcast site, interviewed the
Intel Game On team about the program’s history, its social
media presence and activities at PAX East. While at the
booth, the GamerReaction team captured photos and also
scanned prize cards while on camera.

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 Intel Game On: Show Buzz

PAX East: The Return (No More Game Blogs)

“Intel is god at PAX East. Why? Because of their giveaway.”

PAX East 2010: Intel Game On Booth (Modern Gamer)

“The Booth itself was a huge draw at PAX East. With two
consistent lines at the event and an endless stream of prizes,
Intel truly showed the gaming masses that when it comes to
gaming, Intel is top dog.”

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 Intel Game On: Connecting with Key Influencers
• Intel prize giveaway (Core i7) coordinated with PAX
founders during the most heavily-trafficked panel
session
i off the
h weekend
k d (estimated
( i d 35,000
3 000 in
i audience).
di )

• Prize recipient decided to donate the processor to

Child’s Play (charity that provides toys and games to
children in hospitals).

• Event covered by blogs and was posted on the popular

social bookmarking site, Reddit. Estimated
impressions: 4,600,00*
1. Why PAX East is the best convention in the world
(Punching Snakes)

2. PAX East Does Community Right (BARCC Blog)

3. Mad props to the guy at PAX East who donated the

$1200 Intel processor he received to Child's Play (Reddit)

4
4. Penny Arcade comes to town (The Tech)

5. PAX East ‘10 (SEIT BEIT)

4/23/2010 *According to Compete.com. Conservative estimate, as some blogs do not provide verifiable readership statistics. cmdagency.com | 9
Proprietary and Confidential—the information and materials in this document are not for use or disclosure outside of CMD except by express written consent.
Intel Game On: Connecting with Key Influencers

Example of coverage:

Why PAX East is the best convention in the world (Punching Snakes)
He walked over to the side of the stage and came back with a black and green box. "I was given this, I don't
know why," he said, "but I can't keep it. So here - this is an Intel processor worth about twelve hundred
dollars.“ The cameraman caught the familiar Intel logo on the side of the box as Tycho handed it down to
the kid, and the crowd let out an appreciative "Oooooooo!" The kid motioned for Tycho's to hand him the
microphone and said "Because
Because this is a community event,
event I want to donate this right back to Child's
Child s Play
Play.“
That's the Penny Arcade community. That's gamers. That's PAX.

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Intel Game On: Twitter amplifies connections/buzz
• Significant and consistent gains in Twitter following and conversation, driving to
Intel booth activities, Core Moments and show updates

• Keys to success: hash tag giveaways, dialogue with fans, retweets, timely updates,
helpful hints, in-person Tweet Ups

Day 1 Day 2 Day 3 Total

Followers 1,340 1,431 1,479 ---
Followers Gained 74 91 48 213
Tweets Sent 97 117 139 353
@Replies/DMs 244 426 532 1,202
Hashtag Entries 378 512 511 1,401
Clicks to Pics 2,006 2,507 1,708 6,221
Clicks to 53 62 62 177
CoreMoment.com

4/23/2010 cmdagency.com | 11
Proprietary and Confidential—the information and materials in this document are not for use or disclosure outside of CMD except by express written consent.
Intel Game On: Twitter Growth Visually

4/23/2010 cmdagency.com | 12
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Intel Game On: Sample Twitter Praise

• whatzedeuce: @IntelGameOn Of course! I love to support companies that understand and utilize the fantastic resource
of social media!
• Full_Tilt_101:
F ll Tilt 101 @IntelGameOn
@I t lG O thanks
th k Intel!
I t l! I am pumped d for
f my new processor!! YouY guys rock!
k!
• Zankabo: @IntelGameOn #PAX #Gameon oooo, Intel stuff! Gotta love Intel!
• OregonSlacker: @IntelGameOn I've got my button from last year, wore it when u were at Wilsonville,OR Fry's just
couldn't make it 2 PAX east, Have Fun 4 ME!
• Mattu @IntelGameOn I got a bunch of buttons! My new goal: cover my backpack with them! #PAX #GameOn
• Daveidfx: W00t! F1rst! Just met the Intel Prize Patrol guy, Ben, in line and already won something! #PAX hasn't even
started yet and already rocks!
• ninjowned @Intelgameon Meeting Chris was amazing, thanks for the signed game! (Got the first signed copy)
• Riverhed: Fun times at #PAX; @Intelgameon / @BenZee hunting me down to give me a prize card and joining my last-
min. swag g hunt = big
g win.
• Luneowl: @IntelGameOn You guys were great! Definitely saving my button for Prime. See you there!
• fnhoser: Intel GameOn win! #pax #gameon
• ajp23: Won some stuff already @ #PAX from Intel's #GameOn booth. Those buttons are super visible. It's amazing.
• datgurlnhuy: @IntelGameOn Thanks for this awesome #PAX & #GameOn flip giveaway :) Would love to win this :) I am
always in
• Madagascaryo: PAX Throughout the weekend get to the Intel and Alienware booths! #PAX #Gameon
• Exodus64: @Intelgameon winning a core i7! Hunting for the prize patrol was a lot of fun! Thanks to the BYOC people
for the fun contests! #PAX
• madcappa123: Even if I don't win any big prizes, @Intelgameon is the man for giving many opportunities to all at PAX to
game on!

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Intel Game On: Twitter Amplifies Connections/Buzz

Game On TweetUp:

- Opportunity to meet celebrity game

designer, Chris Avellone.

- 156 clicks to TweetUp invite

invite.

- Dozens of fans showed up at Intel

booth,, sparking
p g more online dialogue.
g

Sample Twitter Chatter:

•Ninjowned: @Intelgameon Meeting Chris was amazing, thanks for the signed game! (Got the first
signed copy) #pax #gameon
•zohogorganzola: Finally got a #GameOn game card after meeting Chris Avellone. #PAX (He was a
writer on my favorite game and a bunch of great others)

4/23/2010 cmdagency.com | 14
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Intel Game On: Official PAX App
Contact made with developers of the official PAX web app (accessed by more than
,
40,000 unique
q users during
g the show)) results in:

- Intel Game On received front-page placements

- Prize Patrol “spottings”

- Promotions of the Chris Avellone TweetUp and other Game On activities.

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Intel Game On: PAX Party Giveaway

Coordinated Intel giveaway at an official after-hours PAX party, which resulted in:

- Intel giveaway in front of capacity crowd (estimated 400 attendees)

- Blog and podcast coverage

- Crowd participation in “dance off” for prize

Sample of the coverage (DualShockers):

“Pikachu attained an Intel Core i7 processor after winning a dance off
which I was too drunk to participate in. However, I made sure I cheered like
a champ for everyone else as some intoxicated curly-haired dude
kicked women in the shin in an attempt to breakdance, and one of the
Tritton guys went Vanilla Ice and showed off his mastery of the running man.”

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Intel Game On: Success by the Numbers

• Total Blogs/Forum/Facebook
g Impressions:
p 4,650,000*

• Twitter Success

• Followers Gained: 213

• Clicks to Pics: 6,221

• Replies/DMs/Hashtag Contest Entries: 2,603

• Additional Exposure:

• Penny Arcade Founders Giveaway: 35,000

• PAX Party Giveaway: 400

• Official PAX App: 40,000

4/23/2010 *According to Compete.com. Conservative estimate, as some blogs do not provide verifiable readership statistics. cmdagency.com | 17
Proprietary and Confidential—the information and materials in this document are not for use or disclosure outside of CMD except by express written consent.