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Using offline media to bolster online communities

Our commitment at Intel is to build cross platform social campaigns – using all mediums available to us, including print, broadcast, and out of home vehicles.  We’ve started already with the launch of our new campaign ‘Sponsors of Tomorrow‘ by bridging our out of home placements with our web presence (we took over the Times Square Nasdaq and Reuters boards with the a request to text in your view of ‘Tomorrow’ that is then displayed on our website).  In addition, we have a very active social stream through Twitter, YouTube, and our Consumer Blog.  Starbucks has done something similar in their new campaign – leveraging offline media to bolster online communities. 

It’s well known that Starbucks does not embrace traditional advertising.  For this effort, they’ve strayed from that tenant by placing large format posters in 6 major cities across the U.S – taking their campaign off line and to the streets.  However, true to their commitment to social media and their community (see yesterday’s post), they’ve also integrated social sites and tools like Twitter (183k followers), Facebook (1.5M fans), YouTube, and Flickr - counting on their active community to extend the campaign message through earned media.

From today’s NY Times: Chris Bruzzo, vice president for brand, content and online at Starbucks said Starbucks’ social media presence gave it an advantage over competitors with gigantic ad budgets because its fans wanted to talk about it online. “It’s the difference between launching with many millions of dollars versus millions of fans.

Well done Starbucks – you’ve recognized the correlation between paid and earned media.  I’ll watch your new campaign with interest….

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