AMD was seeking to communicate to students and their parents across diverse geographies at a time when most students buy new laptops and computers (August to October) and in the lead up to Christmas (November to December).
Bite coordinated AMD-hosted “Student Fresher Fairs” in London, Munich, Moscow and Stockholm where journalists were invited to attend events manned by students within high profile universities. Each fair had stands which specifically focused on ‘social clubs’ that clearly differentiated the different uses of notebooks (rather than the technology drivers) including Socialites, Gaming, Geeks and Film Buffs. Students and AMD spokespeople discussed with the national media how AMD-powered computers and laptops helped them run their groups; such as the increased ease of downloading video and steaming live music.
Simultaneously, Bite also drove a pan-country research project across five European countries (UK, France, Germany, Spain and Russia) to arm AMD spokespeople with unique content that would indicate what factors affect decision making when purchasing a notebook. We worked with YouGov on interviewing over 1000 respondents in each country. The findings of the survey were then compared and were localized to drive the most newsworthy angles in-country as well as being pushed out online through a complementary social media release and face to face briefings with AMD spokespeople.
Over 100 media attended the Freshers Fairs across all four cities which allowed AMD to build new relationships with consumer lifestyle media. A coverage highlight included a 3-minute piece on Sky News. The research campaign achieved 448 neutral and positive clippings across EMEA. Coverage appeared widely in national and regional dailies, online media, TV and radio. Positive feedback from the client indicated that there had been increased sales of notebooks following the campaign.
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