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spent in advertising may have gone largely unseen by gamers


spent monthly on gaming


more likely to try the latest trends before any of their friends


How do you accelerate PC sales in the gaming ecosystem when your consumers are notorious ad blockers?  You do as gamers do and hack “the system” by pioneering an inventive, first-of-its-kind “unblockable” media plan.   

As part of Intel’s 2nd annual Intel Gamer Days – an online sales event across 40+ gaming partners – we were given the daunting challenge of breaking through to an elusive audience by driving interest and excitement for the event with the ultimate goal of PC sales.


F.O.M.O., officially coined in 1996 by Dr. Dan Herman, is a form of a social anxiety that an exciting or interesting event may currently be happening elsewhere, often aroused by posts seen on social media. This phenomenon is widespread in gaming circles, and one doesn’t have to search deep to find reddit thread after thread dedicated to the topic. To create an exclusive and urgent gaming moment, we set out to not only build anticipation, but generate F.O.M.O. at scale.  


Intel exemplified worldwide best practices of how to leverage key audience insights to build a campaign centered around emotions (F.O.M.O.) and original, cutting edge use-cases for media.  With a laser focus on the audiences’ attributes and motivations, this campaign exemplifies effective breakthrough by constructing novel ways to deliver messaging to an elusive audience.


Carat is an award-winning media and content agency focused on leveraging data and insights to deliver growth for our clients, and more meaningful experiences to their customers. Named #1 agency in 10 out of the last 11 RECMA reports, Carat delivers an unparalleled capability to understand real people; their passions, motivations and behaviors and harness it to connect brands with customers. Carat is privileged to work with some of the most storied and innovative brands in the world.

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