For many years, the two graphics card titans, AMD and Nvidia, were neck-and-neck with equal market share. Over a difficult three-year period, AMD downsized, laid off its component PR and social media team, lost its edge in graphics innovation and its hold on the PC component channel. Bleeding market share, AMDs enthusiast graphics cards the ones sought by the most demanding gamers, plummeted to just 23% market share. As as a result, AMD generated less press and community attention, lower sentiment scores, declining purchase preference and a diminishing pride of ownership in its products. The challenge was compounded by the fading relevance of the desktop PC market, with press focusing their technology coverage increasingly on mobile devices such as tablets and smartphones. Fortunately, 2013 marked an important rebuilding and turnaround year for AMD. With the imminent launch of AMDs latest generation of Radeon graphics cards, AMDs communications team sought to re-ignite customer passion around AMD technology and execute what would become the most successful and widely talked about processor launch in semiconductor industry history, one that would revitalize and grow AMDs online community, energize its customer base, drive product awareness and accelerate AMDs business like never before.