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Spoof ads are Intel's biggest marketing push to date

Intel Corp. (INTC) in the 1990s and early 2000s was known for its iconic print ads of clean-room workers in colorful suits. The company, now looking to find a new way to convince users to upgrade their computers and in the process feed Intel's prcessor sales machine, is launching a massive new campaign, which spoofs the spaghetti western genre and promotes how much faster its new ultrabooks are compared to "old fashioned" laptops.

Intel's campaign will reportedly carry a sticker of "hundreds of millions of dollars" -- the biggest campaign at Intel in 10 years -- and is dubbed "A New Era of Computing".  

It will start with YouTube and television ads, and be filled in with print ads.  Then in April an interactive website will launch to enhance the experience.  The ad campaign is being managed by San Francisco ad shop Venables Bell & Partners.

The world's largest chipmaker (revenue) insists that 2012 is "the year of the ultrabook".  While the ultralight form factor isn't exactly new-hat, having been most notably championed by early adopter Apple, Inc. (AAPL) (whose MacBook Air contained Intel chips). Intel feels the time is right for sub-18 mm thick, battery-sipping, fast laptops.

Early reviews of devices from Acer Inc. (TPE:2353), Lenovo Group, Ltd. (HKG:0992), Hewlett-Packard Comp. (HPQ), and Samsung Electronics Comp., Ltd. (KS:005930) (among others) have been mixed.  The devices face a tough job meeting conflict objectives, such as thin form factor but long battery life; processing power, but cool operation.

It would be easy to chalk Intel's big marketing effort up to mere optimism, but it's likely also a bit of pragmatism.  Intel is facing its first real challenge in years as ARM chipmakers invade its home court -- the personal computer -- later this year.

Sources: Intel [YouTube], [press release]

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Apple thanks Intel for hurting competitors
By Commodus on 4/5/2012 4:51:39 PM , Rating: 1
I'm sure Apple would like to congratulate Intel on helping MacBook Air sales.

It's not because Apple is the real inventor of the ultrabook and still the one that defines the category the most, although those are both true. It's because, now, all the Windows versions are lumped under a generic "ultrabook" label. No one stands out, so no one gets noticed. Much in the same way that there's the iPad and generic "Android tablets."

If Intel really wanted Windows ultrabooks to stand out, it would be paying Acer, ASUS, Lenovo, and their kind to directly market their PCs, not creating all-encompassing ads. Mom and Pop won't know which one to buy, and they probably won't buy any.

By dark matter on 4/5/2012 7:35:02 PM , Rating: 3
Absolutely, all Intel is doing is diluting any brand awareness between the OEM's, some have more prestige than others.

If Intel "REALLY" wanted to challenge Apple. It would have been better if they had only selected "prime" partners for it's "prestigue" range.

But of course, having done this to AMD In the past, it can't follow this line of marketing.


RE: Apple thanks Intel for hurting competitors
By tayb on 4/5/2012 7:45:21 PM , Rating: 3
They all use Intel chips so what does it really matter?

RE: Apple thanks Intel for hurting competitors
By dark matter on 4/6/2012 4:33:31 AM , Rating: 2
tell that to Intel who has just wasted a fortune getting tier one OEMs to compete with each other and make the term "ULTRABOOK" meaningless.

But hey, don't listen to my facts...

Just watch the adverts....


By theapparition on 4/6/2012 9:56:17 AM , Rating: 2
I'm not sure you presented any facts, only your opinion.

The poster you were commenting did post a fact though, that all Ultrabooks use Intel, along with the Macbook Air. That is a fact, not conjecture.

Intel has no interest in who "wins", only that they sell the processor inside. Their campaign is to raise interest in the ultrabook product line. If sales increase for ultrabooks, they gain.

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