Digital Media Brand of the Year announced

Intel-Dell will be honoured at the awards, to be held in Beijing on 16 November, for its successful and creative use of digital.

The campaign, jointly organised by Intel and Dell, was led by the latter's media agency OMD Singapore as well as digital agency The Upper Storey. It encouraged consumers to choose an Intel product, get friends to join their swarm by inviting them via social media and, once the maximum number of 15 consumers is reached, Intel cuts a discounted price on the product for the entire swarm.

The campaign involved a microsite to support Swarm and maintained a heavy social media focus, integrating the use of Twitter, mobile and rich media to engage audiences. Bloggers were also given special previews to drive buzz.

Swarm used Singapore as a test ground before rolling it out on a wider scale.

The awards will be handed out to agencies and brands based on the findings of 28 industry judges, led by jury chairman and Cannes Grand Prix winner Chris Baylis of Tribal DDB Amsterdam.

For more information, go to the Digital Media Awards website.