Intel teaches consumers how to mind their mobile manners

To insert itself into consumer conversations about mobile device usage, Intel worked with Ogilvy PR on its 2011 mobile etiquette campaign.

Client: Intel
PR agency: Ogilvy PR Worldwide
Campaign: Intel Mobile Etiquette Campaign
Duration: January 2011-present

To insert itself into consumer conversations about mobile device usage, Intel worked with Ogilvy PR on its 2011 mobile etiquette campaign.

While Intel had launched similar efforts in the past, it sought to take a deeper look into the specific ways consumers use mobile devices, such as for parenting and in classrooms.

Strategy
"We wanted Intel to be in those conversations about new technology, position it as a thought leader, and look at how these new mobile tech devices impact behaviors, relationships, society, and culture," explains Jessica Hansen, the company's consumer media relations manager.

Tactics
The team hosted Mobile Etiquette Over Martinis events at which the Intel team shared a survey about mobile etiquette and distributed results broken down into 140 character phrases so they could easily be shared along with the #mobilemanners hashtag. Anna Post, etiquette expert at The Emily Post Institute, lent her expertise as well.

At 2011's South by Southwest, Intel co-hosted a brunch with adviser and industry influencer Maggie Mason, and shared results of its survey with consumer media ranging from The Wall Street Journal to PBS. Last October, the team launched a phase focused on mobile manners in the classroom, which included a live webcast for teachers and media.

The team incorporated all campaign materials in the Intel Newsroom. Sample tweets and posts were sent to trained internal social media pros to encourage Intel staffers to share information related to the campaign.

Results
Mobile Etiquette Over Martinis generated 118 tweets, while an article Mason posted on her site during a champagne-and-civility event generated more than 1,500 comments. The campaign also garnered 92 articles in media outlets including Forbes, Real Simple, and MarketWatch.

Future
"We were able to get consumers involved and engaged in the conversation," says Hansen of the ongoing campaign.

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