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Behind the Campaign: How Intel Developed Its Inspiring “Meet the Makers” Series

By NativeAI / September 14, 2015
Intel logo on content intelligence blog

Think science and engineering is boring? Then you clearly haven’t seen Intel’s captivating “Meet the Makers” video series

The pieces highlight individuals who are using Intel products to develop technologies that are truly transformative. The stories are engaging as well as inspiring, and a number of the videos have already garnered hundreds of thousands of views on YouTube.

Recently we chatted with Emma Hitzke, Maker and Wearable Marketing strategist at the Intel Corporation, to find out how the series was developed and what other brands can learn from the experience.

Check it out:

Q: Can you share how the series came about and what the goals are? 

A: Through Intel’s Meet the Makers campaign, we are aiming to serve as a champion of innovation for anyone — from startups to workshop geniuses and teenage wunderkinds. They all share a passion and motivation to make the next big thing and make their dreams come true. 

We realized that people are using Intel technology to not only make things, but also to solve real-world problems, to learn, and to have fun.

Through the video series, we saw a unique opportunity to tell the behind-the-scenes stories of these fascinating inventors, dreamers, and creators.

We are thrilled with the response these inspiring stories have received.

Q: How does the series work? Are you providing people with Intel boards/kits and seeing what they come up with? Or identifying individuals who are already using the products?

A: Intel has a strong community of makers using our technology to improve lives around the globe. Take Shubham Banerjee’ story, for example, who invented a Braille printer using Intel
Edison technology when he was only 12 years old. In his video spotlight, Shubham says, “inventing is cool because you… don’t have to be a certain age. You can be whatever you want to be. As long as you have the right tools to do it and the right people to seek out, there is nothing that you can’t do.”

shubham banerjee intel story

Our community is full of similarly inspired individuals who come to us via our website, to share their project ideas and get inspired.

Q: One of the best parts about the series is how it makes abstract ideas – innovation, technology, etc. – emotionally engaging by humanizing them. What’s your approach to storytelling with these sorts of topics?

A: For the average individual, someone who is not necessarily well versed in tech speak, concepts such as “connected devices” and “wearables” can be very abstract.

Our approach is to humanize these stories by leveraging very relatable themes, such as a teenager looking for an outlet for her creativity. That’s exactly what you see in the story of
Beatrice, who is featured in “Making Young Makers”; she says that attending the Intel Computer Clubhouse, an after school program introducing a generation of kids to the next generation of technology, enables her to “put my mind to work.” It’s a storyline that
everyone can relate to.

Q: How have you gone about marketing and building a viewership for the videos? We saw that a number of them are connecting with a large audience on YouTube; any advice for other brands on how to do that?

A: Intel’s Meet the Makers campaign is more than just a video series.

In 2014, we hosted a “Make It Wearable” competition —one of the winners, Nixie, is a true testament to the possibilities of what amazing products can stem from an idea. 

This year, we are teaming up with Turner Broadcasting and Mark Burnett’s United Artists Media Group to launch a new reality TV series – “America’s Greatest Makers” – in which we will follow the drive and passion of a new wave of inventors on the search for the next big thing in wearable technology and smart connected devices.

Intel Americas greatest makers

We are also very much involved in the Maker Faires around the world, where we feature these makers and give an opportunity to the audience to meet face to face with them, such as the Thud Rumble team which drew a crowd at Maker Faire San Mateo.

That’s why it has been so successful – it’s not just a campaign, it’s a movement with key moments in time that allow for continual engagement both offline and online.

Storytelling through content, and especially video, continues to be an incredibly important tactic in appealing to large and diversified audiences, especially in today’s digital world.

Q: Finally, did any video(s) in the series connect strongly with you personally? If so, why?

A: We are continually being inspired and learning from our community of makers who everyday push the boundaries of what’s possible.

The story of Ken Krieger and a team of makers from Project Buendia who use Intel Edison to help fight Ebola is incredibly powerful. They created something in two months that would normally take two years, and the product will be commercialized by a local startup in the Silicon Valley, Thinkify. This is a story about how technology is solving BIG problems.

But I have to say, I can’t wait to see what brilliant ideas come out of America’s Greatest Makers. There are many more good things to come.

Written by NativeAI / September 14, 2015