Intel wanted to promote its Core 2 Extreme processor to gamers by showcasing its speed and power. They devised the "C2E Tournament" which brought together gaming leagues over 3 months with cash prizes. Professional gaming teams commentated on the matches and faced the winning amateurs in a final livestreamed match. The campaign generated over 10 million page views of coverage, 500,000 visits to the tournament site, and exposure to over 850,000 UK gamers. Research showed that by the end of the campaign, only 10% would wait for another processor instead of the Core 2 Extreme.

1. CASE STUDY
Showcasing the best computer hardware
Intel wanted to promote their Core 2 Extreme
processor to hard-core gamers, to showcase how
it’s speed & power could aid their gameplay;
We devised the ‘C2E Tournament’, bringing together
key underground gaming leagues in a 3 month
battle to find the best players for cash prizes;
We also recruited pro-gaming teams who
commentated on the matches and faced off against
the winning amateurs in a final, winner takes all
match (streamed live);
We generated:
Over 10m viewed pages of coverage;
500,000 visits to the tournament site;
Exposure to over 850,000 UK Gamers
Research showing that, by the end of the campaign,
only 10% of those surveyed would wait for another
product rather than the C2E processor.