The company's decision to hire the Black Eyed Peas' frontman will.i.am as director of creative innovation came before the performance, which was riddled with tech glitches. Still, it has the potential to deliver a partnership more in-line with Polaroid and Lady Gaga than Ungaro and Lindsay Lohan.
The artist's claim that ìnearly everything I do involves processors and computers' isn't the strongest argument to back up his qualifications, but his resume of music and performances, pre-Super Bowl, speaks for itself about his ability to utilize technology in new and interesting ways.
For a company already looking to connect with a younger target audience, the hiring makes sense. After all, that was a motive behind hiring the Peas for the halftime show.
While the company is still vague on specifics, it appears the artist will produce music specifically for Intel and bring his creative power to the development of notebooks, tablet computers, and smart phones.
Lady Gaga's first product line for Polaroid is an example of how to successfully take a creative music mind and use it to reinvent a brand. And while her photo-glasses aren't the most practical, her other two products - a mobile printer and digital camera - bring a modern touch to instant photography younger consumers are sure to enjoy.
On the other hand, the Peas' lackluster Super Bowl performance shows what can happen when you use celebrities as a half-hearted ploy to update a brand with a youthful, cool factor and don't provide the tools to actually pull it off.
If Intel uses the artist as a mere spokesperson to promote products that don't carry the actual look and feel associated with the Black Eyed Peas, consumers will see through it.
However, if will.i.am is given creative license with products, can achieve what he has brought to entertainment with technology, and get Intel's support in terms of functionality, the partnership could bring life to the brand.
PR Play Rating:
3 On the right track