Event Marketer Spring 2022 - 31

IDEAS
sishaana). Performances were live-streamed
for viewers all over the world. And as the artists
performed, the cube's exterior displayed
organic digital art created in real time via an
app powered by an Intel-based laptop.
At its second footprint, within MandaQUIET
ON SET: Intel closed its CES
footprints to the public and used
them as backdrops for livestreams.
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ANYTHING
How Intel's digital-first CES infrastructure supported
a lively pivot strategy in the wake of the variant
DESPITE MANY BRANDS pulling out
of their planned physical experiences at
CES's grand return to in-person amid the
Omicron surge, Intel's hybrid strategy for
the show served as a lifeline that allowed
the brand to stay the course on-site and
implement a " digital-first live experience,
with minimal on-site staff " that was in
keeping with its health and safety policy.
Under the theme, " Altogether Wonderful, "
Intel's footprints across two venues,
which it made available solely via digital
platforms as part of this plan, served as rich
backdrops and studios for pre-recorded
and live-streamed content in the lead-up
to and over the course of the show, Jan. 5-7,
across Las Vegas.
Intel famously left the show floor proper
in 2020 in favor of taking over a restaurant
for an invitation-only, intimate experience
for its target audiences-customers, press
and analysts, and employees. For this year's
show, the brand once again had planned to
eventmarketer.com
host a premium hospitality and networking
experience with a takeover of the Canaletto
Ristorante at St. Mark's Square in the Grand
Canal Shoppes at The Venetian.
In lieu of hosting audiences within
the restaurant for this year's show, Intel
transformed it into a live studio to film and
produce technical demo content, broadcast
key messages and engage with viewers
on social platforms. Also from inside the
space, the brand conducted virtual customer
meetings, or what the team calls " frontrow
experience " meetings that kick off with
technical demos led by Intel employees.
Just outside Canaletto Ristorante, Intel
activated the Intel Spark installation, a
cube structure with LED walls inside and
out that displayed immersive, 4K content
designed to showcase the " power of the
Intel processor. " Intel filmed content from
within the cube and also outside for passersby
hosted live, nightly entertainment,
including performances by Häana (@thilay
Bay, Intel hosted its live-streamed news
conference, which promoted key messages
from its Mobileye brand, the announcement
of its 12th Gen Intel Core H-series processors,
and innovations surrounding graphics
and autonomous driving. (Pre-Covid variant
plans called for news conferences at 50-percent
capacity, with socially distanced seating.)
" We didn't cancel or pivot. It was truly
hybrid, " says Victor Torregroza, events and
experiences program manager at Intel Corporation.
" We showed up in Vegas boldly
and safely, and shared it out. And if you
wanted to dig in, we had experts online
ready to engage with you. "
Intel's digital infrastructure included a
CES landing site, digital newsroom, and a
digital platform that featured a customer
listening lounge, live roundtables, demos,
trivia, and livestreams. This structure, which
was already in place pre-surge, allowed
the team to easily transition its key press
announcements and engagements to digital.
As for operations, Intel and its medical
partner InHouse Physicians established two
" bubbles " for staff on-site across the two
venues. Teams within each bubble had daily
tests and health screenings.
" The team delivered the news conference,
executive sessions, technical demo
content and experiences as planned, " Torregroza
says. " We conducted business, our
news conference, technical demos, and we
were still able to bring joyous moments
to audiences around the world " (Agencies:
Tencue/Opus handled the news conference;
Intrepid Creative, The Taylor Group handled
Spark at Grand Canal Shoppes; Notified
served as the virtual customer experience
lounge platform partner).
-R.B.
SPRING 2022 EVENT MARKETER
31
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Event Marketer Spring 2022

Table of Contents for the Digital Edition of Event Marketer Spring 2022
