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Drive Intel Brand Relevance Introduce Ultrabook TM as new exciting PC category

Objectives. Drive Intel Brand Relevance Introduce Ultrabook TM as new exciting PC category Drive preference and consideration for HP PCs with Intel ® Core TM Processors. Strategy. Target Young Adults Plus (18-34) Tap into passion for music, social interaction, real

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Drive Intel Brand Relevance Introduce Ultrabook TM as new exciting PC category

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  1. Objectives • Drive Intel Brand Relevance • Introduce UltrabookTM as new exciting PC category • Drive preference and consideration for HP PCs with Intel® CoreTM Processors

  2. Strategy • Target Young Adults Plus (18-34) • Tap into passion for music, social interaction, real • world connections, experiences, and ownership for next generation of music. • Build brand and preference by providing great content, access, and platforms to share and express identity.

  3. EXPONENTIAL GROWTH OF EDM CATEGORY Today there is a new music superstar erupting on the scene. They are our modern-day rock stars…they are the world’s biggest DJ’s. Las Vegas hosted Electric Daisy Carnival with a record breaking 300k+attendees over 3 days * International Music Summit Business Report 2012 (Kevin Watson)

  4. Campaign Overview CES Technology Talk Syndicated Media CES Ultrabook product & Campaign Launch Livecast Tiësto Live at CES Social Media

  5. Sharethrough Sponsored Videos Seamless with publisher user experience. Never interruptive.

  6. Brand Content Marketing Strategy • Paid • Native video • Editorial Earned Owned • Optimized toward highest social engagement rates • All clickthroughs drove to Facebook

  7. Results • 230M press impressions • “Hottest ticket in Town”…“The Tiësto partnership was an ideal way to showcase [HP & Intel’s] top priority for 2012: The new Ultrabook category… splashed all over the venue” – Billboard • #TiestoLive was the best performing Promoted Trend in US history and drove significant engagement • Exceeded brandfavorability lift benchmarks • Exceeded purchase consideration lift benchmarks

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