Dell and Intel pair up for viral effort

An online advergame that gets users playing puzzles with Dell and Intel aims to get friends winning prizes as pairs.

Dell Canada and Intel launched a co-branded interactive promo yesterday that ties online sweepstakes and an advergame with Dell’s ‘Wish For. . .’ holiday ad campaign.

Designed by Ottawa-based interactive promo agency Launchfire, the microsite is designed to get users to play a puzzle using Dell notebooks and Intel processors. Dell’s holiday messaging appears in a video that rolls between rounds of the game and lets users click through to the online store.

The advergame offers up an incentive that rewards users for returning to the site daily and inviting friends to play. A participant who referred a winner gets the same prize – what Launchfire calls its ‘You Win, I Win viral marketing strategy.’

In its first six days, the contest garnered 3,500 registrations through viral alone – for a total of 22,000 registrations in that time. and 35,000 refer-to-a-friend emails. The initiative recorded 100,000 games played on the very first day.

Promotion for the initiative will include dedicated contest emails through the Dell email flyers, a Dell SMS blast, banners on the Weather Channel and, and posters at Dell mall kiosks.

Users must register to play for prizes that include a skiing trip at BC’s Panorama Mountain Resort (another Launchfire client) and an XPS notebook. The promo runs until January 8.