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BtoB

Intel rolls out ‘IT Utopia,’ shifts more spending online

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Santa Clara, Calif.—Intel Corp. rolled out “IT Utopia,” a global campaign aimed at IT decision-makers.

In a shift for Intel, 80% of the total media budget will be spent online, up from 60% spent online for Intel’s last major campaign, “Multiply.”

The campaign was developed by agencies of McCann Worldgroup, New York, and drives users to a new Web site at www.intel.com/itopia, where they can learn about Intel technologies and solutions.

The campaign includes print and online, and is being introduced in the U.S., Brazil, Canada, China, France, Germany, India, Italy, Russia and the U.K.

Intel will also be executing a social networking strategy on blogs and forums dedicated to technology, such as Slashdot and TechCrunch, as well as on the Intel site.

—Kate Maddox

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