In addition to the TV campaign, Nortel is running online ads on CIO.com, CNN.com and other tech sites. The campaign also includes a search component and a social media effort.
On its blogging site, called Buzzboard, Nortel is giving users an opportunity to vote on the best commercials created by Nortel employees, showing how Nortel can save energy costs. The winning video will be used as part of Nortel's energy efficient ad campaign.
Several of the employee-created videos, such as “Screaming for Help” and “The Nortel Robot,” have been posted on YouTube. The blogging site also lets users watch and vote on the two new TV spots.
“This whole dialog in the social networking space lets a company like ours, which can really offer customers a competitive advantage, get the word out through nontraditional media,” Flaherty said.
The campaign is running in North America, Latin America and Europe. M