“Our goal is to change our developer website from one that essentially presents content for developers to one that is created by our users as much as ourselves.”
Paul Steinberg,
Second Life Project Manager,
Intel Software & Solutions
Client Scenario
Intel and its marketing agencies approached Millions of Us in search of a bold campaign to highlight the company’s initial foray into Second Life. Given the success of that entry, Intel and Millions of Us have since worked together to develop an ongoing, multifaceted presence for the chipmaker in Second Life.
Approach
The first campaign for Intel’s Core 2 Duo Processor featured a live stream of Millions of Us developer Versu Richelieu in a store front window on 5th Avenue in New York. For the next 3 days, she stayed in the window and built out a replica of the city surrounding her. The story caught the imagination of Web users as hundreds of thousands of people logged on to watch her progress in real time.
With this initial success, Intel’s presence in Second Life has since expanded steadily. Millions of Us worked closely with Intel at every juncture, assisting in the conception and deployment of:
- An in-world site and ongoing curriculum (event/training series) for Intel Software College, a program for developers using the Intel platform
- “Intel Ignites OCC”, an in-world component to a larger Intel campaign in which the Orange County Choppers motorcycle company helped design a bike celebrating 30 years of Intel processors
- Intel Island, a centralized home for Intel’s SL presence, tying together earlier builds and featuring a themed adventure – a subterranean journey to the center of the island – for visitors
Results
The Core 2 Duo campaign story appeared in a wide variety of blogs and mainstream media stories. It was also featured on popular videoblog Rocketboom, along with Slashdot. The Alexa site ranking for the site quickly skyrocketed. Intel’s expanding presence in Second Life has been rewarded with ongoing coverage, but more importantly, the growth of a community of users around Intel Software College.