Intel needed to get extreme PC gamers excited about the launch of their 6th gen Core processors. So we identified a niche community of die-hard PC gamers modding gorgeous systems from scratch.
We kicked off the #ExpertMode campaign with Instagram posts showing off the best modded gaming PCs and sparking passionate debates among gamers.
Next we leveled things up with a video series highlighting the PC modding process and positioning 6th gen Core processors as the only choice for dedicated gamers. The series blew away other videos in the category, bringing a level of craft and polish never seen before in the PC gaming community.
Gamers around the world started participating, posting their own Expert Mode rigs and organically growing the campaign’s reach.
Fans demanded more, so we answered with our very own game show – Expert Mode: Rig Wars. Rig Wars upped the intensity by pitting three top modders against each other in timed challenges.
Overall, Expert Mode was a massive success, becoming Intel’s most engaged content, racking up over six million YouTube views and adding 500,000+ Instagram followers.
AD: Stephanie Donlin
CW: Karl Keily
CD: Urs Ross