Paid Search and Big Brand Marketing: How Intel Coordinated Search Into a Global Ad Campaign

This webcast shows how a large-scale brand – Intel – was able to integrate search into a global re-branding campaign, coordinating its entire array of interactive marketing efforts with search. More info below…

Speakers: Corey Carrillo, Global Search Manager, Intel Corporation
Craig Macdonald, CMO, Covario, Inc.

Webcast Date: March 30, 2010

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Webcast Details

Intel, the world’s largest maker of semiconductors and one of the top brands in the high-tech sector, launched a global campaign called ‘Sponsors of Tomorrow’ to re-position the consumer’s brand association from one that focused on fast and scalable processors to one that expanded their brand associated to all technologies that will power consumer experience. Not just in personal computers, but also video games, mobile phones, HDTV, automobiles — anywhere computing power is integral in enhancing life.

To accomplish this, Intel had to use an interactive series of marketing tactics to surround the consumer in this new brand position — creative for TV, print, display, sponsorships, channel marketing and other media in 22 countries had to be developed, the media purchased and tactics executed, all of which had to be coordinated with a public relations campaign and across multiple agencies. Paid search was a key component of the overall ‘Sponsors of Tomorrow’ marketing campaign.

Intel knows that traditionally large-scale broadcast media affects search behavior. Run TV ads, searches increase. Run display ads, and searches increase. In order to take advantage of this interrelationship, tactics such as keyword concepts and search-engine creative had to be developed in concert with many agencies, and then launched in a coordinated fashion.

To get the highest yield from the change in search behavior driven by broadcast media campaigns, feedback regarding brand effectiveness must be rapidly captured, dissected and reported, so that the campaign’s overall effectiveness is known on a global basis as quickly as possible.

In essence, Search could act as the lead indicator of the effectiveness of Intel’s ‘Sponsors of Tomorrow’ branding campaign and help them identify areas where changes could be made in order to increase the resonance of the new brand positioning.

So how can the information harvested through Search be harnessed and communicated to identify success and failure on this critical launch? Attend this webcast and find out!

Craig Macdonald is responsible for the strategic direction, development and marketing of the Covario™ portfolio of solutions. Prior to Covario, Craig was the director of product management for the service and management group within Hewlett Packard’s OpenView division where he oversaw service and asset management, configuration management, and discovery applications used by large enterprises worldwide.

Corey Carrillo joined the Intel Global Media team to lead Search engine marketing and online promotions building awareness and preference for the Intel brand family of consumer and business enterprise processors, mobile and telecommunications technologies, software and embedded solutions. Corey’s work at Intel has resulted in several industry awards for integrating Search to industry-first worldwide media programs.

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