Founded in 1968, Intel is viewed as something of an elder statesman among the tech community. The brand continues to remain relevant, not just in terms of its technological advances, but also through innovative showmanship at events.
At this year’s C.E.S. in Las Vegas, the Santa Clara, California-based company generated lots of buzz thanks to an attention-grabbing trade show booth and inspiring keynote address from C.E.O. Brian Krzanich. The show floor space featured four 20-foot-tall sculptures that represented the four passion points of the brand discussed in Krzanich’s speech: sports, gaming, health and wellness, and creativity.
“As a brand, Intel showed consistency in message and experiences between the keynote and the booth,” says Victor Torregroza, an events program manager at Intel. “In previous years, there was a slight disconnect between both activations, but this year there was a desire to deliver an integrated, seamless, amazing experience. The physical space itself was the boldest experience design we’ve undertaken to date.” By integrating the company’s technology, the area offered unexpected interactive surprises, such as allowing visitors to have their faces projection-mapped onto one of the massive statues. “People went crazy-nuts, and out came their smartphones to capture the experience,” he says.
The general public got a peek at the brand’s high-tech capabilities during Lady Gaga’s performance at the 2016 Grammys. During her tribute to the late David Bowie, Gaga’s face morphed in real time with “digital makeup.” Intel even powered her costumes. Wearing rings embedded with Intel Curie, a button-size chip that tracks motion, Gaga was able to control stage effects by wirelessly signaling servers backstage with her movements.
As part of the company’s efforts to reach the coveted millennial market, Intel honed in on the Grammys, viewing it as a huge platform for social media and for young adults, explains Penny Baldwin, vice president of brand and reputation marketing for Intel. With Lady Gaga and her creative team Haus of Gaga, the company was able to establish a true creative collaboration, each feeding off the ideas of the other. Baldwin says that “no less than five different technologies were mashed up with her performance.” She adds that Gaga asked, “Can you make the piano dance?” To which the answer was, “Yes.”
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