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'Cinematic and Epic' Marketing Campaign is Company's Largest Since 2003

 

NEWS HIGHLIGHTS

  • New Ultrabook marketing campaign is Intel's largest in nearly a decade.
  • Global campaign is aimed at marketing the Ultrabook experience in exciting, innovative ways.
  • Initial TV commercials are set in the American Old West, ancient China and medieval times.

 

 

SANTA CLARA, Calif., April 4, 2012 – Intel Corporation's biggest marketing campaign in nearly a decade kicks off this week with television commercials, online experiences and print ads that the company is hailing as "cinematic and epic."

 

The multi-faceted global campaign, called "A New Era of Computing," is aimed at marketing the Ultrabook experience in exciting and innovative ways to consumers. Valued at hundreds of millions of dollars, the campaign is the largest marketing spend for the company since launching Intel® Centrino® in 2003.

 

"῾A New Era of Computing' is going to be very different from what you've seen from Intel in a long time," said Kevin Sellers, vice president, Sales and Marketing Group and director, Advertising and Digital Marketing. "This is not a campaign where we're talking about the microprocessor or Intel the company. Instead, we're giving a cinematic and epic feel to how Intel-inspired Ultrabook systems are ushering in a new era of computing and making everything else seem like ancient history."

 

Sellers was referring to the initial TV spots set in the American Old West, ancient China and medieval times that humorously position PCs as old-fashioned and Ultrabooks being, as the campaign theme suggests, "a new era of computing." The spots were directed by Daniel Kleinman, a British TV commercial and music video director who also helmed the title sequence for several James Bond movies.

 

"Desperado" debuts on American television on April 6 after a world premiere through paid promotion on Twitter -- a U.S. first, according to the online social networking service – two days earlier at twitter.com/intel. A spin on the classic spaghetti western, "Desperado" takes place in a saloon where late-19th century gunslingers frustrated by the lack of performance of their clunky notebooks feel threatened by this 21st century, Ultrabook-brandishing new kid in town. The spot highlights the responsiveness and quickness of the Ultrabook.

 

"House of Flying Laptops," highlighting Ultrabooks' extended battery life and a nod to such stylish martial arts films as "House of Flying Daggers" and "Crouching Tiger, Hidden Dragon," begins in an ancient Chinese temple during the Ming Dynasty. Two traditionally dressed women, each wielding a bulky, power-hungry laptop, engage in an epic battle over a single available power outlet. Their attention quickly turns to a modern woman sitting at a nearby table and working on her Ultrabook.

 

Set inside a medieval European castle and underscoring Ultrabooks' small form factor and high performance, "Round Table" shows a team of less-than-enthused knights subjected to a slide presentation by their king who is using an outmoded computer that can't keep up. Relief comes to the frustrated monarch when a woman suddenly enters the room with a "mystical device" – an Ultrabook.

 

Each ad ends with a metaphoric twist as the original ancient setting transforms to a modern-day one. A voiceover at the end says, "Suddenly, everything else seems old-fashioned. Ultrabook. Inspired by Intel."

 

Venables Bell & Partners in San Francisco created the campaign. The agency was also responsible for Intel's successful and ongoing "Sponsors of Tomorrow" brand campaign that launched in 2009. OMD led global media planning of a campaign that includes TV, print, outdoor, online and other advertisement placements, as well as in-store and online retail campaigns.

 

While the debuts of the initial three commercials will be staggered through May in the United States and abroad, a unique online experience will allow consumers to interact with the spots starting in mid-April. Visitors to intel.com/ultrabook can create their own adventures through a series of decisions while becoming educated on Ultrabook's product features along the way. Interlude, an Israeli-based technology company delivering unique interactive video experiences, created this campaign element that is scheduled to launch in the United States on April 13 and in 50 countries across 26 languages by the end of April.

 

"We're expanding the stories of the commercials, making them more personalized, fun and sharable," Sellers said.

 

"Nothing like this has been done on such an epic scale. We shot scenes for the interactive experience as we were making the commercials in Spain and China to ensure that what you see on TV and online will be beautifully interwoven."

 

The interactive element also will expose the creative to countries outside where the TV spots will run, a working list that currently includes Australia, Brazil, China, Germany, India, Russia, the United Kingdom and the United States.

 

Print ads that debut on April 23 in initial markets poke fun at how futuristic the Ultrabook is. One line reads, "Your great-grandkids just called. They want their computer back." Another reads, "So futuristic it'll even feel futuristic in the future." Out-of-home billboards that debut on April 23 also use humor to illustrate the speed and lightweight nature of the Ultrabook with such copy as "Mastodons. Dodos. Bulky laptops." Retail campaigns encompass a range of executions, from merchandising materials and in-store demos to online ads and training for retail salespeople.

 

About Intel
Intel (NASDAQ: INTC) is a world leader in computing innovation. The company designs and builds the essential technologies that serve as the foundation for the world’s computing devices. Additional information about Intel is available at newsroom.intel.com and blogs.intel.com.

 

Intel is a trademark of Intel Corporation in the United States and other countries.

 

* Other names and brands may be claimed as the property of others.

Intel’s Museum of Me was just named ‘Best in show: cyber category’, ‘Best use of social media’ and ‘Best use of interactive video’ at the prestigious Asia Pacific Advertising Festival, aka ADFEST 2012. This is the latest accolade for the site that social media news hub Mashable labelled “A Must Try” and FWA (Favorite Website Awards) and made its Site of the Day, Month and Year. If you haven't visited the Museum of Me recently, take a look! The exhibition changes as often as you do.

SANTA CLARA, Calif., March 28, 2012 – Recognizing standout marketing campaigns within the Intel Inside® and Intel® Brand Advantage programs, Intel Corporation feted a handful of companies with the first Intel Marketing Innovation Awards.

 

Fujitsu took the Grand Prix for its LIFEBOOK4Life campaign, being the best all-around entry among the various award categories. Fujitsu's campaign sought to increase brand relevance and drive sales for LIFEBOOK notebooks based on the second-generation Intel® Core™ vPro™ processor family. The campaign targeted IT decision-makers in SMB, enterprise and the channel in 40 countries across Europe, the Middle East, Africa and India. The campaign resulted in a 65 percent sales increase by integrating innovative social media activities via LinkedIn, Facebook, word-of-mouth, augmented reality and viral videos with standard advertising.

 

The Grand Prix recognizes the campaign that best exemplifies the value of innovative approach, stands out from all other entries and sets a new standard for marketing with outstanding results.

 

Toshiba won the Intel Creative Award that honors the campaign best representing breakthrough design and effective expression of brands and massages. "The Inside Campaign" saw Toshiba and Intel teaming up with Hollywood to deliver a "social film" intended to create brand relevance among young adults. The film delivered more than 50 million video views worldwide.

 

Presented for the Best Integrated marketing concept with outstanding results, the Intel Integrated Campaign Award went to HP's year-long consumer campaign that featured Japanese pop group AKB48. The campaign included several first-time trials and innovations, and purchase intent rose by 2 million.

 

The Intel Paid Media Award for best strategy and results from paid media went to Asus' "In Search of Incredible." Asus and Intel set out to raise brand awareness and preference in key markets by launching a global co-marketing campaign with Grammy-winning recording artist Jason Mraz. The campaign was centered on Mraz and media-enthusiast consumers sharing "incredible experiences" online. The campaign reportedly reached more than 2 billion consumers, delivered 5 million unique visitors and elevated key brand metrics among the targeted young adult audience.

 

Lenovo took the Intel Earned Media Award for efforts in Poland around social media presence development. Using "fun and creative applications" on a social media site as a tool to build relevance and consumer emotional connection for the brands, Lenovo exemplified the award by showing engagement with consumers while supporting strategic objectives and advocating Intel's brands through an original concept. Over 50,000 active users creatively designed superhero cartoon characters that represented Lenovo and Intel, and participated in quizzes and contests that tested their knowledge of various products and technologies. The activity included designing T-shirts with likenesses of their superheroes; the shirts were also available for purchase. As a result, Lenovo and Intel significantly increased fan numbers on Facebook in Poland – 63,000 and 47,000, respectively.

 

The 2012 awards program was a pilot, and Intel has indicated plans to make this an annual event. Judges for the inaugural year consisted of Intel marketing directors and executives in all geographies.

 

About Intel
Intel (NASDAQ: INTC) is a world leader in computing innovation. The company designs and builds the essential technologies that serve as the foundation for the world’s computing devices. Additional information about Intel is available at newsroom.intel.com and blogs.intel.com.

 

Intel, Core, vPro and the Intel logo are trademarks of Intel Corporation in the United States and other countries.

 

* Other names and brands may be claimed as the property of others.

On March 26th, Barron's cover story featured its annual list of the world's 30 best CEOs. Barrons' staff selects the 30 leaders, drawing on feedback from investors, analysts and executives. Criteria include stock-price performance, global perspective and entrepreneurial spirit as well as return to customers, employees and investors. According to the weekly financial newspaper, Intel CEO Paul Otellini was named for "stepping boldly into the wireless world", his customer orientation, and making Intel "relevant again -- and less reliant on personal computers."

Industry momentum continues to scale in the Ultrabook category with 26 different models now available for purchase in various markets around the world. While the category is a mere 9 months old, manufacturers (OEMs) worldwide are adding more and more devices to their line-ups, such as the Dell XPS, HP Spectre and Toshiba Portege.  In addition to the twenty-six on sale already, 10 more systems have been announced by the likes of Fujitsu, Gigabyte, Lenovo and Acer among many others, with more than 75 designs in the pipeline for 2012.

Tax season is here, so why not tackle your taxes with some help from the Intel AppUp(SM) center? First, make sure you know the big picture of your personal expenses with Expenses at a Glance, which you can utilize to convert units at your leisure with Converter Plus. Then, work through and estimate your home loan and mortgage payments with Home Loan Calc. Finally, to gauge the overall state of the US economy, use Economy to compare state finances, and help ensure you know where your money is going. Your taxes never seemed so manageable!

To help address the growing need for more precise and efficient management of data center power consumption and utilization, Intel and Dell worked together to introduce the advanced version of OpenManage Power Center in the latest generation Dell PowerEdge servers based on Intel® Xeon® processor E5-2600. Dell OpenManage Power Center utilizes real-time power and thermal monitoring and management data available via Intel® Data Center Manager (DCM) and Intel® Node Manager. Read more to find out how accurate data provided by Intel DCM and Dell’s OpenManage Power Center help allow facilities operators and data center managers have more control over power and cooling consumption levels.

In the spirit of National Goof Off Day, take a break from the daily grind with the Intel AppUpSM center. Harness your inner DJ and mix your own jams with Mixman, now available for free for a limited time (normally $9.99). With Paul Frank Desk, decorate your desktop with quirky, productive desk utilities ranging from a wall calendar to a black-eyed pet fish. Lastly, is there any better way to goof off than with our favorite poultry and pigs, Angry Birds?

SANTA CLARA, Calif., March. 22, 2012 – Intel Corporation's board of directors has declared a 21 cents per share (84 cents per share on an annual basis) quarterly dividend on the company's common stock. The dividend will be payable on June 1, 2012 to stockholders of record on May. 7, 2012.

 

About Intel
Intel (NASDAQ: INTC) is a world leader in computing innovation. The company designs and builds the essential technologies that serve as the foundation for the world’s computing devices. Additional information about Intel is available at newsroom.intel.com and blogs.intel.com.

 

Intel and the Intel logo are trademarks of Intel Corporation in the United States and other countries.

 

* Other names and brands may be claimed as the property of others.

Today Intel announced the Intel® Atom™ CE5300 Media Processor aimed at the next generation of set-top boxes and media gateways. Performance, graphics, power management and user interface improvements in this new product family enables service providers to deploy comprehensive and immersive connected experiences such as the new Amino Freedom Live media gateway which can deliver content seamlessly to TVs, smartphones and tablets around the home. Inside Scoop has more details about this next wave of silicon for platforms supporting the “smart TV experience.”

At the Intel Solution Summit (ISS) today, Intel’s Enterprise Platforms and Services Division (EPSD) launched the Intel® Server Continuity Suite software for Intel rack and server products to help channel resellers grow their offerings for small and medium businesses. The software adds to a deep portfolio of hardware, software and solutions offerings that help channel resellers build servers based on the new Intel® Xeon® processor E5-2600 product family. Intel EPSD also announced 50 new channel server solutions, or “recipes,” for the new processor family through its Intel Enabled Solutions Acceleration Alliance (Intel® ESAA).

What would you do for an Ultrabook™? That’s the question Intel is asking in Ultrabook™ Temptations, a series of six light-hearted social experiments filmed in Australia, Indonesia and Thailand and launched on YouTube today. Would you scour Australia’s iconic Bondi beach for an Ultrabook™ buried in the sand? How about ride an escalator up and down all day in Bangkok or compete to be the most excited person in Indonesia.

Intel was recognized by the Ethisphere Institute, the leading business ethics think-tank, as one of the 2012 World’s Most Ethical Companies. By implementing and maintaining ethical business practices and initiatives, Intel secured a hard-earned spot on this year’s list. Intel was last recognized on this list in 2009. Learn more about the practices and initiatives that earned Intel this honor.

Intel Capital announced investments in two Bay Area based brand engagement companies BrightEdge and 500friends. BrightEdge is an enterprise platform for both search and social management that enables brands marketers to find customers and secure companies in those channels. 500friends offers a social loyalty solution in which e-commerce retailers utilize tools and analytics to reward customer behaviors. These investments highlight data center innovations that are vital to e-commerce retailers and enterprise users. Since 1991, Intel Capital has invested more than US$10.5 billion in over 1,218 companies in 51 countries. The full BrightEdge release is here and the full 500friends release is here.

STAY WITH IT

Paul Otellini, President and CEO of Intel, Charles Bolden, NASA Administrator and Dr. Gary May, Dean of Engineering of Georgia Tech, discuss the importance of engineering to American innovation in front of hundreds of Georgia Tech students.

Today, the President’s Council on Jobs and Competitiveness in collaboration with engineering schools, Intel, Facebook, MTV and Google officially launched the STAY WITH IT campaign on the campus of Georgia Tech. STAY WITH IT is the first student outreach campaign focused on connecting engineering students to a community of their peers and experienced engineers, role models and influencers to encourage and motivate them to stay with the field of study and graduate with an engineering degree.  To learn more, please visit the STAY WITH IT Facebook page.

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