“Lisa Peyton is always my resource for doing innovative and break-through work. Her concept for driving engagement at Microsoft Build using accessible, interactive, AR storytelling was brilliant! Her knowledge of enterprise marketing strategy and the latest XR and AI tools makes her an invaluable asset for any experiential campaign.”
– Billie Goldman, Intel Partner Marketing
Intel needed to engage cloud developers at one of the biggest, global virtual conferences for developers, Microsoft Build. With hundreds of exhibitors, creating an interactive and memorable experience was essential for reaching this illusive and often messaging-resistant audience.
The Objective
As the lead strategist on this project, I developed a concept to leverage 3D, augmented reality storytelling to meeting three key objectives:
- Create a stand-out and memorable experience that provided value to the developer audience attending Microsoft Build
- Educate developers on the latest Intel technology in a fun and interactive environment that was relatable and entertaining
- Drive demand and downloads for the Intel code found on GitHub
The Solution
Working with a leading AR creative team, we developed a virtual ‘LEGO inspired’ 3D factory that could be viewed at-home using a Smartphone. The experience introduces Chuck, our snarky protagonist, who safely builds a racecar using Intel’s factory floor anomaly detection tool and takes it for a spin.
The interactive AR experience was promoted throughout the virtual conference and acted as a tool to engage developers, drive awareness, and get them to download the code.
The Results
Thousands of users and developers interacted with the experience throughout the duration of Microsoft Build and beyond. The experience broke benchmarks for virtual conference engagement for such KPI’s as:
- Number of code downloads
- Number of attendees interacting with Intel content
- Number of brand mentions across social media
“Lisa Peyton is always my resource for doing innovative and break-through work. Her concept for driving engagement at Microsoft Build using accessible, interactive, AR storytelling was brilliant! Her knowledge of enterprise marketing strategy and the latest XR and AI tools makes her an invaluable asset for any experiential campaign.” – Billie Goldman, Intel Partner Marketing
