Intel is known mostly as a PC processor company, but they’re so much more, experimenting with new, unprecedented technologies that power incredible experiences. Intel wanted to remind the world that its technology can create magic. So they joined forces with the greatest magician in music, Lady Gaga, to create a dazzling Grammy’s performance, full of high-tech wonder.

This campaign shows how the left-brain can push the right. Collaborating with Haus of Gaga, Intel built a ring that let Gaga control the stage effects in real time. They also powered facial scanning and video projection, helping her pay homage David Bowie’s iconic looks. There was even a robotic dancing piano. This was the first time a brand was integrated into the Grammy’s show.

Intel launched the campaign at the highly watched Day Zero Keynote at the 2016 CES with a mysterious :50 video to generate intrigue for the Grammy’s performance. From there, they began an integrated campaign with social, digital, PR, and TV content -- including a 30-second teaser spot, and a 90-second spot that ran immediately after, deconstructing the performance and putting the final exclamation mark on an incredible experience. This drove to a 7 minute film about the collaboration. The entire broadcast averaged 25 million viewers.

Intel helped create the signature image of this year’s Grammy’s, with the first of its kind 3D mapping of the iconic looks of the late David Bowie on Lady Gaga’s face. The tribute was, by far, the most talked about moment of the night, with over 83 million social impressions - 2015’s top brand achieved 53 million social impressions which Intel surpassed in 2016 before the Grammy’s even started! Intel garnered 535 pieces of global media coverage, over 10 billion media impressions globally, and became the number one social share of voice amongst all promoted brands.