The ESPN Luck Index powered by Intel


The ESPN Luck Index powered by Intel, OMD UK
Winner's Story:

To showcase Intel’s superior processing power, the technology brand and OMD UK partnered with ESPN and the University of Bath to launch The Luck Index, a study examining how the Premier League would look if adjusted to account for luck.

The partnership was part of Intel’s wider brand campaign promoting its 8th Gen Core Processors and Optane Memory, which highlight the capabilities its hardware offers with the “Not that you would… but you could” messaging.

The team involved had two months to collect, analyse and forecast data from all 380 Premier League games. Using a predictive model, hundreds of data points were analysed and the role luck played on the final result was quantified, all of which was powered by the latest Intel technology.

The results of the research - which showed that Manchester United was the luckiest team in the league last season, promoted debate up and down the country, with Liverpool manager Jurgen Klopp having his say too. The campaign garnered coverage across national news outlets, including BBC Sport and Sky Sports, generated thousands of social comments and also featured additional content as part of the partnership with ESPN.

Media Director: Chris Mitchell
Senior Planner/Strategist: Chris Mitchell
Relevant Media or Brand Manager: Mark Broom, UK Client Computing Marketing Manager at Intel Corporation.