AMD marks comeback with processor launch

SUNNYVALE, CA: Advanced Micro Devices (AMD) has launched a global campaign to promote its new processor to the commercial market. The outreach effort hopes to put AMD back on the map competitively.

SUNNYVALE, CA: Advanced Micro Devices (AMD) has launched a global campaign to promote its new processor to the commercial market. The outreach effort hopes to put AMD back on the map competitively.

AMD has recently been fraught with financial troubles and has lagged behind Intel, its primary competitor. But industry insiders have said the release of its quad-core Opteron processor could prepare AMD for a comeback.

The company debuted Opteron September 10. Bite Communications worked with it on the effort. The launch introduced new processor architecture for AMD that will also be promoted in future campaigns, noted Phil Hughes, PR manager at AMD.

"We wanted people to understand this is about the customer," he said. "We wanted the industry to understand that there is some really strong [original equipment manufacturer] support behind the launch of this processor."

Other AMD customers, such as IBM, Sun Microsystems, Dell, and Hewlett-Packard, also participated in the event, he added.

The core messages of the outreach emphasize the processor's performance, virtualization, energy-efficiency, and investment protection.

"So in every PR activity, as it were, we were trying to tie back to those four dimensions of leadership or differentiation," said Hughes.

Outreach targeted the business press, trade titles, and blogger communities. AMD also held a blogger meet-and-greet with the company's CEO/chairman, and created a password-protected portal for bloggers to access information, said Marian Kelley, another PR manager at AMD.

"We can't ever think of matching what Intel does on the advertising side," Hughes said. "So the expectations that are placed on PR are extremely significant."

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