'Content on the Go'

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After realizing better than expected results from its “Content on the Go” integrated campaign, Intel Corp. continues to roll out new ads aimed at the IT and business audience. The campaign, created by McCann Worldgroup, New York, and introduced last April, promotes Intel technologies for desktops, servers and mobile devices. “We wanted to build awareness and preference for Intel processor technologies and motivate the target audience to seek additional information for consideration,” said Pam Didner, global integrated marketing manager-enterprise for Intel Corp. “We also wanted to make sure that the content is in the right place at the right time for the target audience.” “Content on the Go” refers to the different ways in which the IT audience can find information about Intel, no matter where they are. The campaign includes traditional media such as print ads, banner ads, PR and events. For example, one print ad introduces Intel Centrino 2 with vPro technology. It is aimed at IT and security professionals and has a headline reading, “You don't worry about notebook security. You boast about it.” The ad drives users to, an online community for IT professionals. Print ads are running in such publications as Baseline, CIO Insight, CIO Magazine, CSO and Information Week. The campaign also incorporates innovative uses of rich media, in which content is embedded in the ads. “We wanted to leverage the banner ads a little more and have the banners ads work harder for us,” Didner said. The latest ads, launched in December, feature video clips of Intel experts within banner ads, live chat, an ROI calculator, downloadable white papers, case studies and a scrolling blog that lets users link to blogs within the banner. Intel used Flash-based technology to create the ads, and worked with rich media company PointRoll on some of the banners. One banner, featuring live chat, debuted in October to coincide with the debut of new Intel server technology. It ran on technology sites with a countdown in the banner; once the chat went live, users could click on the ad to expand it on the page. The live chat featured a panel of Intel technology experts, and viewers were enabled to download such resources as white papers and case studies. Another banner included videos of Intel engineers discussing a variety of IT topics, such as managing hardware inventory and system defense. One of the most popular ads was a virtualization ROI calculator. Users input data directly into the ad, such as the age of existing servers, the number of servers and the desired consolidation ratio. The calculator then showed the IT pros how they could simplify their server environments. As another element of the campaign, Intel built a mobile-optimized Web site that contained executive summaries of company white papers. Users could request the full white papers as well as register for SMS alerts. To drive traffic to the mobile site, Intel rolled out a text and banner campaign across major mobile ad networks, including AdMob, Google Mobile, Millennial Media and Quattro Wireless. The results so far have been good, Didner said. To date, more than 20,000 IT professionals have accessed executive summaries of Intel white papers on the mobile site; more than 1,500 users have requested white papers through e-mail; and nearly 1,500 have entered a valid phone number to receive opt-in SMS alerts. So far, the “Content on the Go” campaign has been rolled out in the U.S., France, Germany, Italy, Russia, Spain, the U.K. and the Pacific Rim. “Our "geos' love it because it is very easy to customize,” Didner said, referring to Intel marketing offices in different geographic regions. “For each country launch, we use catchy and easy-to-localize headlines.” Intel continuously monitors the performance of the “Content on the Go” effort to find out which ads are performing well, and it continues to optimize the campaign. “We are going to follow the same core strategy of continuing to take content on the go,” Didner said. The next round of ads will support an upcoming product launch in March. Didner declined to give details of the product launch. M
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