Intel Centrino

The challenge

Choosing the right processor for your next purchase of a laptop can be a confusing and daunting task. Intel wanted to give a clear illustration of the power of the Intel Centrino processor technology and to make that choice an easy one.

The two messages Intel wanted to convey were:

• Faster multi-tasking performance
• HD capabilities

The solution

  95.8 Capital FM and Intel partnered up to challenge The Feeling to undertake a special challenge andtest the possibilities of the breakthrough technology  easily available with the Intel Centrino processor.

The  challenge was to record and edit a music video for The Feeling's new single, Join With Us, in HD in just 24 hours. The   performances were filmed, downloaded, edited and with the help of Intel Centrino processor technology, turned a task that  normally takes 2-3 weeks, into one that took just a day.

This was supported by a huge multi-platform campaign including the following:

• a reskin of the Capital Radio homepage
• a bespoke microsite housing videos, photos, news and competitions
• iPhone application
• UK-first Webkey
• on-air promotion
• a behind-the-scenes documentary aired on Channel 4 and filmed in HD
• a live gig in Proud, Camden, streamed on capitalfm.com

The results

• A truly multi-platform, integrated campaign
• The idea was a media first and raised the bar for large scale campaigns
• Fantastic entry rate for competition
• Huge exposure for Intel Centrino processor technology