Intel spends a lot educating what it calls “the channel”. This helps distributors and resellers not only know what products to sell but also understand their value and distinction. These trainings have a long history of being creative in their approach. In this execution, I led my agency in creating an interactive story about a crew’s trip to Mars and the various adventures they encountered. Woven throughout were facts and metaphors that would be critical to passing a product-focused quiz. This story-based gamification has long been broadly successful among this audience, with over 50 thousand visitors during this campaign.

The story theme drew from a wide variety of science fiction and real life science influences, like robotics, space travel, industry, supply chain, and technology.

We created 8 chapters of content delivered over 8 weeks. This included a dynamic campaign that involved a microsite, email program, and prize integration. I led the design direction and storytelling and conducted my team across all departments. The total budget for this effort surpassed 400 thousand over 2 quarters.

The campaign was such a success that a second campaign ‘sequel’ was launched the following year in partnership with Dell, extending the story around our Mars colony and engaging a broader audience.