Best Computer: Hardware Integrated Ad Campaign

Radeon aimed to engage its core audience, drive product awareness, strengthen VR association and accelerate the graphics business through uncharted grounds. The Radeon Technologies Group would launch the RX Series, a new line of graphics cards (GPUs), and defy typical industry practices with one mission in mind: to bring high performance cards and VR to the masses.

We needed to forge the next generation of PC gamers who would see Radeon as the future-proof era of gaming:

1) We would bring attention to the RTG’s graphics cards among the digitally-savvy customer base by generating 50 million social impressions across key platforms including Facebook, Twitter, Instagram and YouTube through both Radeon-driven and user generated content.

2) We would position RTG as a leader in the graphics and VR space by influencing the influencers - press (including YouTubers), customers, partners and employees - and by creating a content hub to publish frequent updates on Radeon technologies and VR.

We were to ignite the #BetterRed movement, our massive social media campaign to drive momentum for the RX Series. The audience would be called to “Join the Radeon Rebellion,” fueled by the fire and blood of those who were ready to fight with us, to close the gap between the masses and the small few who could afford the best graphics cards in the market.

Our social media movement made tidal waves. The movement drove the #BetterRed hashtag to 4.4 million mentions with 392.5 million impressions across Twitter, Facebook, Instagram and YouTube.

Contributors:

Senior Vice President and Chief Architect:	Raja Koduri
Sr. Director, Marketing and Public Relations:	Chris Hook
Global Marketing and Communications Segment Manager:	Heather J. Lennon
Marketing and Communications Manager:	Stella Lee
Marketing and Communications Specialist:	Annie Lee
Marketing and Communications Specialist:	Daniel Skrba
Creative Marketing Agency:	Brand & Deliver

AMD

Location: Canada

About the Agency:

AMD formed the Radeon Technologies group to strengthen performance in traditional graphics markets and establish initiatives for leadership in emerging immersive computing opportunities in VR and AR.