I’ve been at Intel since the late 90′s and during my time here, it’s pretty apparent that this company is focused on the ‘future‘ , with the mindset that Intel is a leader in technological innovation. Intel strives to deliver solutions that make people’s lives more exciting and fulfilling – enabling positive change and a better, more interesting world. Beyond the labs and the fabs, the media team also tries to have a little bit of fun in our advertising (as you can tell with our recent Rock Star ad in our Sponsors of Tomorrow campaign) and in some of the sponsorships we choose to put our media behind.
Most recently, we’ve decided to work with Maggie Mason of Mighty Girl and help her out with a few things on her “Life List“. You wouldn’t necessarily expect that Intel and Maggie would be a natural fit – however, her Life List personifies what ‘Tomorrow’ feels like for the everyday person. Don’t get me wrong – Maggie is far from ordinary, but like the rest of us she has some aspirations of things she’d like to do as she moves through life. We’re pretty excited to help her check a few of those things off and, based on the comments on her posts, her readers are too!
Kelly Says: “Intel suddenly ROCKS as a brand in my opinion”
ElJay Says: “Wow, wow, wow. That is incredible. Way to go Intel!”
Heather Says: “OMG – THRILLED for you! How FANTASTIC! And what an amazing thing for Intel to do…..particularly in this crazy time! I love your list and can’t wait to see how it all unfolds! Congrats!”
Keep track of Maggie’s progress (she’ll be tap dancing like Fred Astaire in no time!) on her list through her Blog and Twitter- we’ll be doing some fun things with her over the coming months. I can’t reveal all of the list items we’re helping her with here – that wouldn’t be any fun and we want to surprise you with how Intel is helping Maggie whittle down that list of life to do’s…stay tuned – much more fun to come, tomorrow!
The idea for this came from Federated Media, which works with many bloggers around the world. They’ve been working with my team for several years, and their creativity and good relationships are helping bring to life the “Sponsors of Tomorrow” theme we’ve been building since March.
It’s no secret that I am a Pandora fan. Not only do I like their product, but I genuinely enjoy the people that bring great opportunities to Intel to help extend our campaign messages. We’ve been trying to get the right thing in place to leverage the power of the Pandora listening network for our Sponsors of Tomorrow brand campaign since launch. Yesterday we finally unveiled our effort. Big kudos to the Pandora team and our agency for really working hard to make this happen – I think it will be a great activation around our new brand campaign.
We did a soft launch yesterday and you’ll see us show up more and more over the next month or so as you enjoy your favorite artist streaming on Pandora.com. The visual experience you can expect is in the image below. We’ll also have some interstitial placements of our Rock Star and Oops advertisements as media within the channel stream. Great job Team Pandora!
As a follow on to our Sponsors of Tomorrow effort, we (Intel) are clearing up the confusion around our processor brands. This week we announced our new brand structure and refined our strategy around a new, focused, ‘hero’ client brand – Intel® Core™. There will be three levels of Core ‘modifiers’ that differentiate the various features and benefits native to each level of Core. Joining the current instantiation, Core i7, will be an entry-level (Core i3) and a mid-level (Core i5) modifier to round out the Intel Core family. Our VP of and Director of Corporate Marketing, Deborah Conrad, explains this transition to Core as our hero client brand in a video posted to intel.com.
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….
It’s launch day in the U.S. for our new advertising campaign. You all got a sneak peek last week, but today we pull the curtain back and show you all of the great executions we’ve put in place to support our efforts. Credit to a crack team @ OMD for helping us build a spectacular media plan, including targeting several ‘first mover opportunities’ that will help you get to know our ‘Rockstars‘.
Never before has the New York Times allowed a complete overlay of their homepage. We did that today with the image you see to the left of this post. In addition a contingent of engineering, marketing, and sales folks were on hand at the opening of the NASDAQ this morning to kick off the new week in the market. Rather than ringing the bell to initiate the opening of the market, our group harmonized the Intel ‘bong‘ to commence trading – a first ever for the NASDAQ. To complete the New York experience, we’ve given you the opportunity to share your vision of ‘Tomorrow’ to the world by sending (click on ‘You on Tomorrow @ the bottom of the page) your thoughts to the NASDAQ and Reuters boards in Times Square. If you’re not in the Big Apple today, please check out the dualing Times Square webcams.
The Sponsors of Tomorrow campaign is scheduled to be the cornerstone of our advertising for the foreseeable future. We’ll be broadcasting our Rockstar and Oops spots on the major networks and across cable starting this week. We’re hoping you’ll have as much fun with this campaign as we plan to.
“Revolution teamed up with i-level’s social media agency Jam to reveal the 100 most mentioned brands on Twitter and how they are aiming to capitalise on the buzz”
There are quite a number of technology companies ahead of @intel. I wonder if they are aggregating all of our Twitter mojo? Collectively our social media teams here at Intel will work hard to earn a steadily rising rank on Twitter. Intel – Sponsors of Tomorrow.
Today we (Intel – the company that supports my social media habit) did a ‘pre-release‘ of sorts for our new Sponsors of Tomorrow Advertising Campaign, officially launching on May 11th. It’s the first advertising campaign that focus on our brand vs. a product or product line. The first news hit at the end of the day in the New York Times, and has quickly taken off on the social web as the print and video advertisements get distributed digitally through multiple channels. As an Intel employee – I’m excited by the technology we are building and am looking forward to being a part of the innovations of the future. Here’s a sneak peek at our upcoming TV spot.