Some of the world's top modders gathered in Beijing last week for Intel's big push into the Chinese PC enthusiast community. Four of bit-tech's top modders were at the event and we were also there to report on the media frenzy. Who would have thought a case modder would be treated like a rockstar?
"Celebrity endorsements are a powerful marketing tool: women spend billions on cosmetics because a movie star tells them “they’re worth it”. Thousands of weekend golfers lap up Nike equipment to “be like Tiger”. But would the same thing work for a product like a processor? Faced with the challenge of sexing-up CPUs as part of a domestic marketing push, Intel China devised an impressively progressive plan: tap into the talent of the worldwide modding community to combine beauty on the outside with speed and power efficiency on the inside."