BOSTON: Her Campus, an online magazine for female college students, partnered with technology company Intel Corporation for an event-driven campaign over the past two months.
The companies developed the “Mobile Manners” effort to educate college-aged women about second generation Intel Core processors, as well as the importance of mobile etiquette, said Windsor Hanger, co-founder, president, and publisher of Her Campus. The initiative, which ended Saturday, was the Web publication's first technology-based campaign, she added.
Intel conducted a mobile etiquette survey earlier this year, focusing on digital issues such as when and how often people check their email, text messages, and voicemails, Hanger said. The company wanted to share the survey data and information about core processors with female consumers in a fun way, so Ogilvy PR, who has been working with Intel for five years, formed an alliance with Her Campus, which has a presence on more than 200 colleges across the country.
“Core processors aren't sexy,” said Hanger, “so it's difficult to get an audience in to talk about them.”
The companies held breakfast events for women on five college campuses, including Emerson College, the University of Texas at Austin, and the University of Missouri. Intel and Her Campus taught the students about proper technology etiquette, promoted the Intel brand, gave away free laptops, and discussed core processors.
Jake Duhaime, PR specialist at Her Campus, said businesses often ask the publication to form partnerships because its target demographic “is critical in the world of viral marketing.”
“The best PR you can have is word-of-mouth PR,” said Duhaime. “On a college campus, where things tend to go viral in a hurry, having a few good brand ambassadors is sometimes the most effective reach in terms of marketing and advertising.”
Duhaime and Ogilvy also promoted the initiative through blogs, Facebook, and Twitter. The companies created the #HCIntel hashtag for the campaign and encouraged students to tweet at the events. Her Campus' microsites for the five colleges also produced original editorial content for the initiative. HerCampus.com receives about 350,000 unique visitors per month, said Hanger.
Intel and Her Campus are planning to send follow-up surveys about core processors to all students who attended the breakfast events to see if the campaign successfully educated college women about the computing component.
Jessica Hansen, consumer media relations manager at Intel, said the company reintroduced “Mobile Manners” this year after running it in 2009.
“Etiquette itself is not new, it's been around for years. But there's sometimes this confusion when technology devices are involved of how we should use them at home, at work, in school, and in public, and so we look to insert Intel into those consumer conversations and trends in mobile technology,” she said. “We wanted to position Intel as the thought leader and as the company that's driving that conversation around the experience that people have with their mobile technology devices and the impact that they have.”Hanger said Her Campus and Intel are also discussing whether to launch an extension of the campaign later this year or in 2012.