BtoB's Best Marketers: Deborah Conrad, Intel Corp.

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Earlier this year Intel Corp. came full circle when it replaced its “Sponsors of Tomorrow” campaign with “Experience Intel. Look Inside” from Venables Bell & Partners, San Francisco. “What's inside means a lot,” said Deborah Conrad, VP-CMO at Intel, referring to the Intel Inside tag that's part of the microchip processor's long-running co-op ad campaign. “Look Inside” represents a higher-level call to action, she said. Instead of a classic campaign kickoff for “Experience Intel. Look Inside,” Conrad said Intel opted for an organic launch, unveiling it through signage at trade shows and other events over the summer, as well as through online-only commercials, digital ads and social media. No television is planned except for commercials from Intel Inside partners. The campaign includes a six-month tour from New York to Moscow to show off the Intel Ultrabook (a laptop/tablet), laptops, tablets, smartphones, and other wireless products and services. Intel also decided to overhaul its entire brand look, from photography to fonts and color palettes. For instance, Conrad said, the company wanted to make sure its font was clearly viewable on a smartphone screen. “It's a little like cleaning the garage,” she said. “[There's] this constant desire to make things simpler, and quick and easy to understand.” Another component of the campaign, “Look Inside the Huddle,” promotes Intel's Datacenter Software Division, which just kicked off a partnership with NFL legend Jerry Rice, STATS Sports Solution Group, the Harvard Sports Analysis Collective and the Bleacher Report to supply data to fantasy football leagues. Intel also has several corporate social-responsibility initiatives under way. It partnered with 10x10, a global organization that promotes girls' educational initiatives, on “Girl Rising,” a documentary film released this year. Intel's 3-year-old Creators Project, an online showcase for technology-influenced art, film and music, has generated 250 million video views to date. “It's a great millennials community by design,” Conrad said.
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