By Bronwyn Raitt

Intel’s Soccer Challenge (ITC), Intel’s first online soccer challenge, which ran from December 2008 to the end of March 2009, was tremendously successful. The Challenge, in partnership with Adidas and Mecer, had a mini-launch in October 2008 at the RAGE Expo, but it officially launched online in December 2008.

As a first for Intel in South Africa online marketing, the initiative harnessed the power of communities by spreading links through various social media platforms. It promoted and marketed the game using the media and a strong viral campaign, increasing ‘word of mouth’ spread and using the strength of personal recommendations. The ITC was broken down into first and second media burst campaigns, as well as a third burst Google campaign, all of which generated interest in the campaign over a specified time frame.

I spoke to Intel’s Country Marketing Manager for South and Sub Saharan Africa, Cindy-Anne Passet, who explained that Intel used banner ads on various websites; a competition in association with Adidas; and a viral campaign whereby it sent out some 23 000 mailers per week to generate interest in this fun and interactive initiative.

The campaign also used social networks, social bookmarking and blogs to get its message across. A Facebook fan page was created in an attempt to have a dynamic online point through which latest news could be shared. At every possible opportunity, the latest links were shared on the Facebook page and on individual profiles to boost exposure and encourage plays online. Although still relatively unknown in South Africa, Intel made use of Twitter, exposing the Intel Soccer Challenge links to a few thousand people, through the use of the microblogging service. The Challenge also used social bookmarking sites, which people use to group together websites they have enjoyed. These sites drive traffic and increase online exposure - which is just what the ITC needed. Intel generated even more exposure through blogs. This involved pitching the ITC concept to gaming and lifestyle blogs, and allowing them to cover the campaign in a manner that suited their specific audiences. Media releases were also posted on popular online press portals and as a link in some gaming forums. Concepts such as ‘refer a friend’ virals and ‘refer a friend’ forms also proved to be very successful.

The marketing clearly worked, because the Soccer Challenge served more than 10.9-million impressions in its four-month running, and saw a total of 2 800 registered users in South Africa. The site had an average of 1 657 unique visits to the site per week over its last six weeks.

Passet says the success of this initiative is very exciting, especially as it is the first time Intel has ventured down an avenue such as this. She went on to say that as a whole, online marketing hasn’t been as successful as it could be in South Africa, and the fact that Intel’s online marketing has worked out so well and exceeded all expectations bodes very well for the industry, as well as for Intel itself. “When we launched this game in South Africa we were hoping it would be a huge success, and we have not been disappointed,” says Passet. “I believe the aggressive online and viral marketing campaign we used is what has contributed to its success.”

The game was a great opportunity for Intel, Mecer and Adidas to associate themselves in a credible way with football - especially in the run-up to the 2009 FIFA Confederations Cup and the 2010 FIFA World Cup.

Intel has some more exciting online initiatives lined up for the next couple of the months, so watch this space!

More about the Intel Soccer Challenge

To participate in the Intel Soccer Challenge, players had to register online by visiting www.intelsoccerchallenge.co.za. In the game, the player had ten shots to get past defenders and the goalkeeper to score valuable points. The more spectacular a player’s attempts, the more points he or she was boosted toward the top of the table. The objective was to collect as many points as possible in one’s allotted ten attempts.

About Intel

Intel is a leader in silicon innovation, developing processor technologies and supporting global initiatives to continually advance how people work. It pushes the boundaries of innovation so its work can make people"s lives more exciting, fulfilling, and manageable. And its work never stops. It never stops looking for the next leap ahead—in technology, education; culture; manufacturing; and social responsibility. It never stops striving to deliver solutions with greater benefits for everyone. Intel believes in being open to big ideas and inspired innovation that will change the world. This idea of openness is at the very core of who it is as a company.

For more information, contact Cindy-Anne Passet on [email protected] or visit www.intel.co.za.