Its Headline News
Intel will go forth and multiply. (September 17, 2006, 9:00 PM)
The Santa Clara,
Calif.-based chip giant will unleash a multimillion-dollar ad campaign called
Multiply, which is designed to promote dual-core processors and their
capabilities.
Print ads will
begin this week while radio, TV and a redesign of company Web sites will follow
soon after. As part of the campaign, the company has licensed songs from
relatively unknown bands, such as the New Young Pony Club and Carlos Jean, said
Nancy Bhagat, vice president of integrated marketing at Intel.
Bhagat declined to
state the budget for the Multiply campaign but said the company planned to
spend millions on Multiply ads and marketing to promote dual-core processors.
"This is the
most impactful effort since the launch of Centrino," she said. "We're
investing hundreds of millions of dollars."
The campaign will
initially be focused on consumer PCs, but be expanded to business PCs in
January, she said.
Intel has actively
promoted the PC as a device for organizing movies, video, music and pictures
for several years. It unfurled a thin PC, called the EPC, at the Consumer
Electronics Show in January 2004. The first EPCs didn't sell well, but Intel
revamped the concept with Viiv PCs
in 2006.
The company has
also worked more actively with content producers to more directly link PCs to
entertainment devices. Yahoo and Intel, for instance, last week announced a
deal that will let couch potatoes watch NFL
games and follow their Yahoo fantasy football league at the same time so
consumers won't have to switch between looking at the TV and their notebook
computer.
Similarly, AOL
will announce a deal in the relatively near future that will allow Viiv owners
to watch some AOL video, ordinarily viewable on PCs only, on their flat-screen
TVs, too.
The Multiply
campaign does not replace the Leap Ahead tag line that came out at the end of last year.
The Leap Ahead slogan will appear with the Intel logo in almost all
advertising. Multiply is the theme of the current ad campaign, which should
last around a year.
"Multiply
becomes a metaphor for our technology vision," she explained. "Leap
Ahead is more of a mantra of Intel's vision."
The word multiply
could send shivers down the spines of some of the old-timers at the company.
The massive recall of the first generation of Pentium chips occurred because in
rare circumstances the chips didn't multiply numbers correctly
Source: ZDNET
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