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100 Content Marketing Examples July 2012 : Page 21

10 0 CONTENT MARKETING E X AMPLE S 27 The Museum of Me Company: Intel Originally featured in: “The Story Behind Intel’s Museum of Me” by Pam Didner Description: The Intel “Museum of Me” project is a story of trials, triumphs, creativity and innovation. Bridging the global divide, the Intel creative team worked with their international agency, Projector, to create this powerful campaign. The rough creative concept was to pull information from a consumer’s Facebook page to create a virtual museum of his or her digital life. Photos, videos, and friends were presented as pieces of art, displayed randomly as if in a museum or art gallery. Within 5 minutes of being launched, the page had gotten 36 likes. From there, word spread quickly with the first tweet coming from Madrid. Within 5 days, there were 1 million hits – accomplished without any paid-media promotion. The Museum of Me app captured the attention of 2.5 million people and became the most popular viral video Intel had ever created. Example: Visit the Museum 28 Dive Rite’s Customer Stories Company: Dive Rite Originally featured in: Diving into Content Marketing: How Dive Rite Engages its Prospects by Katie McCaskey Description: Specialty diving equipment company Dive Rite has truly embraced content marketing as a way to beat the competition, increase web traffic and get more referrals. Its top focus is on community involvement and incorporating user-generated content, fostering dialogue rather than providing static information on popular discussion board forums. One element of its strategy that’s worked well is the Customer Stories page on its website. These stories allow people to submit their videos, pictures and experiences using Dive Rite gear, sharing stories that span the past 25 years of the company’s history. This page shows site visitors that the company’s long-term focus and priority has always been to provide their customers with adventures and thrills with the help of its products. Example: See the stories 21

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