Intel: Dev Story/*Hack the Code*/

This case study demonstrates how Intel, the technology company, built awareness among developers on the Android mobile platform and reframed the company as a key partner in Android app development.

Intel: Dev Story/*Hack the Code*/

MRM Meteorite

Campaign overview

Intel had released its brand new mobile processors and created toolkits to help Android developers get the most from them. The problem was the brand wasn't front-of-mind for developers.

So it looked to bring 400,000 unique visitors to its Intel Developer Zone and reframe the company as a key partner in Android app development.

By creating a mobile game about hacking that was itself open to be hacked, the campaign beat its targets and promoted Intel as a credible brand among the Android app development community.

Strategy

Android developers are sceptical...

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