Intel's Museum of Me turns a Facebook page into a personal museum — 2M visits in 48 hours

In 2011 Intel was launching its second-generation Core i5 processor with the tagline 'Visibly Smart'. Rather than claim the chip made visuals better, the Asia-Pacific team behind the launch — Intel's Hong Kong marketing office and Tokyo agency Projector — wanted people to feel what visual computing could do in a social world.

The answer was The Museum of Me, a Facebook Connect app that read a user's public profile and arranged their photos, videos, friends and status updates into the galleries of a private museum. Users walked through rooms where their own content hung on the walls; in the last room, robots assembled hundreds of their photos into a mosaic of their profile picture. The score was itself social: composer Masakatsu Takagi mixed 400 voices contributed by his Twitter followers into the soundtrack.

The app launched in June 2011 and spread without paid push. Within 48 hours two million people had visited; by the end of the year it had logged 5 million page views and 800,000 Facebook likes, been named Site of the Year by London's Favourite Website Awards, and collected praise from Mashable, CNET and The Wall Street Journal Europe's tech blog.

The work also became one of the most decorated Asian digital campaigns of its era: six Cannes Lions (3 Gold, 2 Silver and a Bronze), a Grand Clio, a Webby for best use of social media and an ADFEST 2012 Innova Lotus. Intel and Projector reused the formula a year later for 'Me the Musical', another personal Facebook movie, this time promoting Ultrabooks.