Up Your Setup

Intel Corporation

Creative Strategy Case

During the pandemic, the Brazilian video game market, already known for its rapid growth, saw a significant increase in the number of players, ranging from beginners to professionals. We identified that the habits of playing and watching games online not only persisted but also merged, with many engaging in both activities simultaneously. With this understanding, we positioned Intel at the forefront, establishing it as the first major collaborator with Twitch in Brazil, impacting players during gameplay and highlighting the need for an improved setup.

In implementing this strategy, partnering with Twitch was a decisive step, and to represent the Intel brand, we chose Paula Nobre, one of the leading streamers in the segment. Paula's presence as an ambassador was emphasized through live broadcasts on her channel, creating a direct channel of communication and engagement with the gamer community. Furthermore, in collaboration with Twitch, we created two custom commercials that were repeatedly displayed during Brazilian channel broadcasts, ensuring a constant and impactful presence. This strategy resulted in extraordinary engagement and served to reinforce Intel's presence in the gaming scene, significantly expanding brand awareness. The impact was so significant that both Intel and the ambassador became popular icons and memes in the player community. This not only increased brand recall but also established a direct connection with the target audience, directly reflecting in gamers' thoughts about the importance of advancing their setups to achieve superior performance in their games.