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cNvidia CUDA Campaign Digit community
Impact Report
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NVIDIA wanted to use the launch of a new graphic card nVIDIA GT240 to- showcase the multiple applications and user experience with the GPU- significantly raise the mindshare of nVIDIA among technology enthusiasts, the key user andinfluencer group
and strategically expand the role of GPU from gaming and niche applications to use in thefamily living room.
An innovative engagement with target audience
Objective
The objective required that the experiential impact of using the nVIDIA card be felt by andcommunicated authentically to a critical number of target audience.
A three stage program was designed involving:- in-person experience over a given period for a number of users (& their families), carefullyselected from the six lakh strong Digit community for their influence, reference value and the
ability to create a buzz- direct participation over the web by a larger number of community members throughinteractive devices such as quizzes and voting- propagation of authentic peer experiences through print, online and mobile
The program also leveraged the social networks of Digit community for enhancingparticipation and providing vehicles for participating families to post & share their experience.
The posts worked as product trial-by-proxy. The voting method created a viral-like effect,where participants invited friends and family to evaluate the experience and vote.
Digit team designed and executed the initiative end-to-end including installing the product &training participants across the country, creating the online properties and communications,and managing the logistics.
Engagement with five lakh technology enthusiasts, hard evidence of authentic interactionsand messaging to fifteen thousand core users, creation of a body of credible user generatedcontent for future use.
Solution
Impact
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The Contest
10 Families were given anNvidia Graphics card, alongwith training on CUDA.
They participated in a contest,where they had to showcasehow their visual computingexperience changed after theGT240 and access to CUDA
application
Digit community voted on theexperiences they showcased.
The winning family gets a
Zotac Mini PC
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Nvidia CUDA Campaign Engagement SnapShot
10
extensively used CUDA, Cranked
up the GT 240 to its capacitygaming, video editing, photoediting, watching HD movies. Nowrecognized as Nvidia families intheir circles
2344 Registered for the contest in 15days, they Filled in 18 questionsincluding their contact information
15,004
By visiting, voting andcommenting on the microsite,tweeting and discussing on socialnetworks
5,00,000
By spreading awareness throughprint announcements, newsletterpromotions, on facebook, twitter
30,00,000
Being technology leaders in theircircles, an average Digit readerinfluences 6 other people in theirtechnology decisions*
* Digit Readers Survey ,09
Engagement Footprint
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Phases of the EngagementSelecting the 10familiesDec 7th - Dec 28th 09
Announced the contest in Digit CommunitySurveyed the participants about their demographic,
technology profile, technology usage patterns and comfortwith sharing experiences online
Installation andTraining
Dec 29th Jan 2nd 10
Trainers installed the graphics cards in the family computersThey also demonstrated the uses of CUDA and trained thefamilies on it usage to enable them to showcase their CUDAexperience to the technology community
Experience SharingJan 2nd Jan 15th 09
The 10 families share their experience onwww.thinkdigit.com/envy daily to create buzz, invite
comments, votesm feedback and leave an impact aboutNvidia CUDA possibilities
Winner SelectionJan 15th Jan 24th 09
Digit community voted on the finalists. The winners wereselected by a mix of popular and digit editorial voting. Thiscreated an opportunity to engage with the larger Digitcommunity
Winner
AnnouncementJan 24th 09 onwards
With an objective to continue capitalizing on the buzz created
by the contest, spread awareness about CUDA applicationusing the Finalists experience
http://www.thinkdigit.com/envyhttp://www.thinkdigit.com/envy8/14/2019 Nvidia CUDA Campaign Digit Community
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Selecting the 10 families
Inviting Participation from 5 lakh tech enthusiasts
Microsite announcing
the contest and prizes
eDM to 1.1 lakh tech
enthusiasts
Banners, Text Link andForum announcementsto 4 lakh unique visitorson www.thinkdigit.com
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Selecting the 10 families
Creating Buzz on social networks
Facebook.com/thinkdi
git
ORKUT DigitIndia
Twitter DigitIndia
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Selecting the 10 families
Survey design and creation
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Installation, Demonstration & Training
5 cities, 10 householdsFeedback Form-Neighbour's eNVy
1. Name:................ ................. .. ..... ................. ............. ................. ...........
2. Age :.............. 3. Profession:...............................................
4. Designation:...............................................
5.Address:.......................................................................................................................................
......................................................................................................................................
PC Configuration (To be filled by Digit representative)
Mot herboard . .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .
M em or y . .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. ..
C PU . .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. ..
OD D . .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .
HDD free space minimum 10 to 15 GB
OS : .................. .................. .................. ...........
Any other VGA card ? if so mention ( should not be above 8600Gt/9600GT/GT 220
any 7 series will do)
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Experience Sharing
10 Finalists
www.thinkdigit.com/envy
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Experience Sharing Samplehttp://www.thinkdigit.com/envy/contestant-info_8.php
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Experience Sharing CUDA DayWinners could win special prizes on CUDA Wednesdays for showcasing their CUDAExperiences
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Winner Selection Engaging the larger community
Social NetworkingAnnouncements
Thinkdigit newsletters
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Winner Annoncement Creating a Buzz
Digit Feb Issue ,2010
Thinkdigit.com/microsite
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Winner Announcement Creating a Buzz among 7 lakh technologyenthusiasts
Thinkdigit.com/newsletter
Press ReleasePage Peel on homepage