“We wanted to build awareness and preference for Intel processor technologies and motivate the target audience to seek additional information for consideration. We also wanted to make sure that the content is in the right place at the right time for our target audience of IT professionals. So we developed a campaign called "Content on the Go' with McCann Worldgroup [New York]. Media today are very fragmented, so we were looking at how we could take the content to where the audience is. If you look at all the different media, one that is very nimble is banner ads. ... So we took different forms of content—video clips, white papers, live chat, blogs, online calculators—and embedded them in the banner ads. So far, more than 8,000 IT professionals have accessed executive summaries of white papers on our mobile site; about 600 users have requested full white papers through e-mail; and nearly 1,000 users have entered a valid phone number to receive opt-in SMS alerts.”
global integrated marketing manager-enterprise, Intel Corp.