Applied Materials 50th Anniversary

Applied Materials 50th Anniversary

Bringing Silicon Valley’s best kept secret to life

INSIGHT

Applied Materials is the global leader in materials engineering solutions used to produce virtually every new chip and advanced display in the world. They are an integral part of our daily lives, yet most people have never heard of them.

The company wanted to create an integrated campaign to engage, excite, inspire and instill a sense of pride in employees as they celebrate their 50th anniversary, and help elevate the brand externally to investors and partners. The key insight from our research revealed a strong connection between the company’s unique culture of rock-star engineers and their pride in how they make amazing technology breakthroughs possible.

IDEA

Building on the company’s “Make Possible” tagline, we explored ways to celebrate how Applied’s breakthroughs have made today’s amazing experiences possible. Our immersive, multichannel experiences engaged employees, investors and partners in a series of digital, video, VR and social media activities organized around a 50-day countdown to build buzz and excitement about the anniversary.

Anniversary Mascot

Inspired by a key component of Applied’s manufacturing process (we told you they were geeky), we created an anniversary mascot named Chuck. Employees could download a PDF to print, cut out and take selfies with, then post to a photo-sharing site we created called the “Circuit-tree.” Chuck became so popular, he even made it to Times Square!

Circuit-tree

A primary feature of the internal campaign website was the Circuit-tree — a fun photo share site with an Instagram-like experience. Employees could upload and share snapshots of anniversary activities, their selfies with Chuck and their daily life at Applied Materials worldwide. The goal was to get them excited about the 50th anniversary and create a sense of community.

Month of Memes

We created and launched a series of memes during the campaign – creating a new way for Applied employees to engage friends, family, and peers in online conversation.

Trivia Quizzes

Why not celebrate the brainiacs of Applied by testing their knowledge of company trivia? We created a series of quizzes which were sent regularly and posted on the campaign website. Our research showed they have a competitive culture, so the quizzes were big hits!

Maydan Center VR Experience

The Maydan Center is centerpiece of Applied’s innovation engine – a one-of-a-kind chip fabrication research facility that the company uses to co-engineer new semiconductor process technology. Because the facility is off-limits to most employees, we created a VR experience that takes you on a 360-degree tour of the facility. The VR Experience was launched at the Company’s 50th anniversary picnic, and was a huge success.

Client: Applied Materials

Services: Research, Strategy, Integrated Multi-channel Campaign, Content Creation, Design, Social Media, Video Production, VR Experience

Link: www.appliedmaterials.com