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iMedia Brand Summit 2012: Case Study: "HP & Tiesto In the Booth"

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Published on Sep 18, 2012

Hear a presentation on Intel and HP's groundbreaking music video campaign Tiësto's In the Booth (http://www.youtube.com/watch?v=11tN3s...). Intel and HP sponsored 10 YouTube episodes that delivered a behind-the-scenes look at the world tour of electronic music superstar Tiësto. Intel and HP not only sponsored the video production, but used subtle product placement throughout the series. The two companies partnered with Sharethrough to generate viewership and sharing of the campaign and to distribute the videos across their network of native promoted video placements, as well as to drive organic editorial coverage. It was an edgy, experimental campaign that paid off: millions of video views, thousands of social engagements across the web, and a 4% clickthrough rate to co-branded Facebook page. With this campaign, Intel and HP demonstrated how to successfully utilize long-form branded video content to reach a highly targeted demographic in a deeply engaging way.


Mike Gaffney, CRO, Sharethrough

Mark Vaiciulis, Global Marketing Manager, Intel

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