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Nvidia CUDA Campaign – Digit community
Impact Report

An innovative engagement with target audience
Objective
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 and influencer group and strategically expand the role of GPU from gaming and niche applications to use in the family living room. The objective required that the experiential impact of using the nVIDIA card be felt by and communicated “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), carefully selected 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 through interactive 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 enhancing participation 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.

Solution

Impact

Engagement with five lakh technology enthusiasts, hard evidence of authentic interactions and messaging to fifteen thousand core users, creation of a body of credible user generated content for future use.

The Contest

10 Families were given an Nvidia Graphics card, along with training on CUDA. They participated in a contest, where they had to showcase how their visual computing experience changed after the GT240 and access to CUDA application Digit community voted on the experiences they showcased. The winning family gets a Zotac Mini PC

Nvidia CUDA Campaign – Engagement SnapShot
Engagement Footprint
extensively used CUDA, Cranked up the GT 240 to its capacity gaming, video editing, photo editing, watching HD movies. Now recognized as Nvidia families in their circles Registered for the contest in 15 days, they Filled in 18 questions including their contact information By visiting, voting and commenting on the microsite, tweeting and discussing on social networks
By spreading awareness through print announcements, newsletter promotions, on facebook, twitter

10 2344 15,004 5,00,000 30,00,000

Being technology leaders in their circles, an average Digit reader influences 6 other people in their technology decisions*

* Digit Readers Survey ,09

Phases of the Engagement
Selecting the 10 families
Dec 7th - Dec 28th ‘09

Announced the contest in Digit Community Surveyed the participants about their demographic, technology profile, technology usage patterns and comfort with sharing experiences online Trainers installed the graphics cards in the family computers They also demonstrated the uses of CUDA and trained the families on it usage to enable them to showcase their CUDA experience to the technology community The 10 families share their experience on www.thinkdigit.com/envy daily to create buzz, invite comments, votesm feedback and leave an impact about Nvidia CUDA possibilities Digit community voted on the finalists. The winners were selected by a mix of popular and digit editorial voting. This created an opportunity to engage with the larger Digit community With an objective to continue capitalizing on the buzz created by the contest, spread awareness about CUDA application using the Finalists experience

Installation and Training
Dec 29th – Jan 2nd ‘10

Experience Sharing
Jan 2nd – Jan 15th ‘09

Winner Selection
Jan 15th – Jan 24th ‘09

Winner Announcement
Jan 24th ’09 onwards

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 and  Forum announcements  to 4 lakh unique visitors  on www.thinkdigit.com

Selecting the 10 families Creating Buzz on social networks

Facebook.com/thinkdi git

Twitter– Digit  India

ORKUT – Digit  India

Selecting the 10 families Survey design and creation

Installation, Demonstration & Training 5 cities, 10 households
Feedback Form­Neighbour's eNVy

1. Name:...................................    ...................................  ............................           2. Age :.............. 3. Profession:............................................... 4. Designation:............................................... 5.Address:.......................................................................................................................................                          ......................................................................................................................................

PC Configuration (To be filled by Digit representative) • • • • • • • Motherboard Memory CPU ODD 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) ...................................................... ....................................................... ....................................................... ........................................................

Experience Sharing 10 Finalists

www.thinkdigit.com/envy

Experience Sharing Sample
http://www.thinkdigit.com/envy/contestant­info_8.php

Experience Sharing – CUDA Day
Winners could win special prizes on CUDA Wednesdays – for showcasing their CUDA  Experiences

Winner Selection – Engaging the larger community

Social Networking  Announcements

Thinkdigit newsletters

Winner Annoncement – Creating a Buzz

Thinkdigit.com/micros ite

Digit Feb Issue ,2010

Winner Announcement – Creating a Buzz among 7 lakh technology enthusiasts

Page Peel on home  page

Press Release

Thinkdigit.com/newsl etter