Hindustan Times’ multi-media holiday ad initiative for Intel features virtual diya

By Neha Kaul

When Intel wanted to promote its second-generation processor, Core i5, in India, the Hindustan Times brand solutions team created a 360-degree campaign aimed at promoting the “visibly smart” user experience of the processor.

The news media company built this campaign around Diwali, a festival of lights, which provided the perfect opportunity for Intel to amplify this visual experience, adding to the brand’s relevance in the festive season.

The campaign idea was to create a diya, or earthen lamp, that lit up every time someone sent a Diwali wish. This lamp was powered by Intel’s Core i5 processor.

The diya was created on-site at a high-traffic mall and also appeared on Facebook as an app on the Intel page. The physical and virtual diyas were synced together through a software programme.

Through print and radio advertising, people were invited to send a Diwali wish. They could send the wish through SMS, Facebook, or an on-ground photo kiosk. As messages poured in from all over India, the virtual diya was completely lit by Diwali day.

The campaign used three important media components to make this a success:

  1. Digital: A Facebook diya app was designed specifically for online engagement on Intel’s Facebook page. Print ads directed people to send a wish via the page.

    Each time someone used the app, a message about their usage appeared on their newsfeeds and wall posts, which drove others in their network to try it and made the campaign go viral.

  2. Broadcast: Radio ads drove people to light up the virtual diya on Facebook and also encouraged them to visit the mall to see it live.

    Fever FM, the radio division of Hindustan Times, visited the mall to interview people who were illuminating the diya. Their comments were broadcast, giving listeners a feel of the on-ground experience. Radio personalities on Fever FM urged people to light the diya to wish everyone a Happy Diwali in a new and innovative way.

  3. Print: The on-ground event was covered editorially in HT City thanks to the unique idea of lighting a virtual diya to celebrate Diwali.

    Readers of HT and HT City were invited to send their Diwali wishes via SMS to light up the diya on Facebook as well as in the mall. As the campaign went on, more and more wishes came in and the print ads captured the momentum as it was built up.

The campaign proved just how powerful print, digital, and broadcast could be together, resulting in:

  • More than 33,000 Facebook wishes from all over India in a week.

  • More than 8,000 on-ground interactions at the mall.

  • Ttouching more than 28,000 people across India in one week.

About Neha Kaul

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