SANTA CLARA, CA: Intel has launched an online consumer campaign as part of its new marketing strategy, which encourages its users to demonstrate how the company's technology impacts their lives.
The What's Inside You campaign kicked off earlier this month and is part of the company's refocused marketing strategy to raise the brand visibility among consumers through online initiatives, according to Jessica Daughetee, director of consumer Web marketing at Intel.
"Intel has traditionally taken a very product-centric approach, and what we want to do is move toward a more consumer-centric approach," she said. "When people go into the store or shop online, we want them to say, 'I know Intel is the premium brand, I know I need to have Intel inside.' It's to trigger that."
The campaign gives users the opportunity to upload videos, music, photos, and text that represent how they use Intel technology. Visitors to the site can also post comments about the submissions.
Intel opted to focus on Web marketing after research showed that younger audiences spend more time online than they do watching TV.
"Consumers are really controlling the information that they view, so we felt like the best thing to do was to provide [the] information in the way they want to consume [it] and on their time frame," she said, adding that the campaign targets tech-savvy consumers.
However, the company expects the campaign to grow gradually, Daughetee said, noting the time required to build a sustainable online community. The first phase of the effort will encourage consumers to engage with the site as spectators, and then it will add in social media components to the site.
Intel has put metrics into place to evaluate the type of submissions and comments the site generates, but Daughetee said it is too soon to comment on those findings.