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.

Intel and Lady Gaga collaborated on the world’s biggest music stage – the 58th Annual GRAMMYs – to demonstrate how technology can push the boundaries of creativity. The audience saw a live performance like never before that showcased how entertainment can evolve with the use of the right technology and artistry. The results were magical, and Intel became the first brand to ever integrate into the GRAMMYs.

Millennials love creativity and self-expression and actively look for ways to express themselves through technology. But this generation doesn’t understand what Intel does or how it fits into their daily lives.

Intel’s strategy was to leverage the Grammy’s event and Lady Gaga both before, during and after the show to engage the curious nature of Millennials and help them make the connection that Intel technology powers many of the experiences they seek.

Intel has been known as a PC processor company for decades, but people don’t really understand the brand. They set out to change perception by making the connection between what they are and why they are. Intel inside makes amazing experiences outside. In order to fulfill on that brand objective, the brief asked to collaborate with an innovative artists on a global music stage and develop an integrated campaign across social, digital, PR, and TV in a significant way.