SUNNYVALE, CA: Advanced Micro Devices (AMD) will be celebrating the holidays with a campaign aimed at letting consumers know that everything they enjoy in their digital lifestyle - from digital photography to MP3s - is greatly enhanced by AMD's technology.
PR will play a large role in an integrated marketing push to educate consumers, said Brenda Forsythe-Rarick, desktop and mobile PR manager.
"We want them to be aware of the benefits of the Athlon 64 [processor]," she added. "We really want to talk about differentiators from the competition, those real tangible differences that tell a story about how we enhance consumers' experiences. It's not about speeds and feeds."
Messaging will tackle everything from how AMD's technology can help enhance security and protect consumers from certain computer viruses, to how it makes playing video games a more fun and exciting experience.
While the company has strong relationships with the technology and business media, AMD will work with Waggener Edstrom to focus on consumer audiences and media, from Maxim to various women's publications.
Beyond media relations, the campaign will include such components as contests, in-store demonstrations at consumer electronics retailers, and a multi-city tour of channel partners, with kiosks that will present hands-on activities.
AMD has been making strong gains against rival and industry leader Intel. A recent BusinessWeek story pointed out that AMD "has grabbed 7% of the low-end server market, up from almost nothing two years ago. It passed 50% of the US retail store sales for desktop PCs in recent weeks."