Ever thought about a museum dedicated solely to you? Intel did, and found marketing and branding gold.
Following the concept of LinkedIn’s more basic “Connection Timeline,” Intel recently released the “Museum of Me,” (MoM) in which the viewer is able to tour a virtual museum display dedicated to his or her life – or at least that which has been posted to Facebook. While LinkedIn’s “Timeline” details your LinkedIn history visually and across time, MoM quickly and easily exhibits your online social history.
Set to the music of Takagi Masakatsu, the multimedia artist recently profiled on Apple’s website, the MoM tour guides the viewer through a virtual museum of photographs, words and video clips, all drawn from the user’s Facebook data. With the purpose of displaying the muscle and might of Intel’s Core i5 processor, Intel has succeeded in creating a widespread and truly resonating marketing campaign.
Intel’s Facebook page activity skyrocketed following the June 1 release of MoM with “Likes” jumping from one million in late May to 1.3 million on June 1, currently weighing in with 1.6 million “Likes.” Additionally, well more than half a million people currently “Like” the MoM site itself. With these “Likes” distributed to more than 500,000 news feeds, the impact of MoM is enormous for Intel’s Facebook and social media presence.
What is interesting about MoM’s success is not the concept itself but the logic that drives it. The idea behind the campaign is a basic one: consumers clearly enjoy seeing information about themselves posted online. Intel made the marketing campaign about the consumer and garnered significant interest and participation. In an arena where the average consumer is constantly projecting themselves publicly via social media outlets, appealing to the consumer’s ego is increasingly pertinent.
Successful marketing is based on establishing the relevance of a marketing campaign with individuals. In our interactive world, it is possible to not only provide direct relevance to the consumer, but to involve the consumer directly and personally, the way Intel has done with MoM. They’ve made their campaign irresistible for consumers to participate in by personalizing the experience for each participant and utilizing familiar forms of online communication, such as Facebook.
Intel showed that simple, creative and interactive strategies can be useful and attractive to consumers by appealing to their own social life and interests, while still displaying a product and increasing brand awareness. This innovative strategy marks a milestone in the evolution of interactive advertising by directly involving and catering to each unique consumer. The logic behind the MoM can be applied to any marketing campaign that hopes to drive consumer involvement. Intel’s creative concept provides tremendous insight into how to successfully involve consumers in the distribution of a marketing campaign.