SILVER SPRING, MD: Intel has partnered with Discovery Communications for a global multimedia series, launching what Intel predicts will be one of its largest PR campaigns of the next three years.
Last year, Intel signed on for a three-year commitment to sponsor Discovery Communications' “Curiosity: The Questions of Life.” Intel will invest $10-20 million in the series, whose mission is closely aligned with the company's marketing goals, said David Dickstein, media relations manager at Intel.
“Intel's trying to reach consumers on an emotional and cerebral level,” Dickstein said, “and Curiosity's multi-disciplined effort is just perfect – it marries television, web, education, and social media.”
To promote its role in the series, Intel is reaching out to traditional media and blogs, as well as using Twitter and Facebook. For now, Intel is handling PR for the partnership in-house, but the company may tap Ogilvy, who leads its consumer PR, and Burson-Marsteller, its agency for corporate PR, as its efforts expand, Dickstein said. A PR budget has not yet been finalized.
Curiosity, which debuts in the US on Aug. 7 and in 210 countries and territories worldwide by September, will be comprised of a television series on the Discovery Channel, a website, social media, mobile marketing, and an education program. Intel is the only global sponsor of the series, but two additional sponsors will be announced in the coming weeks, according to Catherine Frymark, SVP of communications at Discovery.
Both companies say the partnership goes beyond a typical sponsorship. Intel has been working with Discovery on developing the series since 2009, shortly after Nancy Bhagat, VP of Intel marketing strategy, heard about the project from Darryl Simm, president and CEO at Omnicom Media Group.
“The relationship with Discovery offered us an opportunity to excite and engage consumers on multiple levels, in a way that's truly cross-platform,” Bhagat said. “There's something really wonderful about the content that appeals to us on many levels. Curiosity is all about what's topical, which matches Intel's constant desire to innovate.”
While Discovery produces and directs the editorial content, Intel has collaborated closely on designing the website and education program, and in selecting hosts and topics for the show. Intel will also be the presenting sponsor for four of the 16 episodes in the first season, which means Intel employees will be featured in short-form vignettes discussing what makes them curious.
“What makes this partnership unique is that you have the rare opportunity where you have two global companies with very similar missions,” Frymark said. “The synergies between our two companies, plus our global footprints, make this a deep and broad PR partnership.”