Paid Search and Big Brand Marketing

How Intel Coordinated Search into a Global Ad Campaign

Search powered marketing is today part of marketing campaigns and represents a vital element and an important budget. With the recession, advertisers are more accountable for media budgets. Every dollar spend on a search powered marketing campaign has to provide results. Advertisers also have much better ways to coordinate campaigns. This webinar examines the last campaign of Intel and explains how Intel incorporated a search program into a global Ad campaign.

The Intel Company integrated search into the overall advertising campaign that started last year in May. The campaign “sponsors of tomorrow” is a globally integrated campaign featuring TV, print, retail, events, banners, video and web. All supported with paid search and PPC campaign. This campaign was designed for the brand itself and not for Intel’s products. The company wants to increase the notoriety of the brand and what Intel is doing and the fact that Intel is the “brain” behind PC’s. Intel wants to reach the target through the name, and want to tell people more about what Intel is and the fact that Intel is a forward thinking company. This campaign has no purpose on selling anything; it’s only about sharing information with the audience and let them know about the benefits of Intel.

The campaign is search marketing oriented in order to pick up key words when people go online after they saw the ads on TV or other offline support. Social media and specific landing pages on the blog were also a support in this campaign to allow viewers engage with Intel and giving feedbacks on the campaign and on Intel and on how they see the world of tomorrow. The landing pages also allowed navigating on the historic of the company, the products, the social media section etc. This gave Intel the opportunity to evaluate the effectiveness of the campaign and observe the tendencies from the different landing pages. The possibility to view Intel ads on YouTube has been facilitated by Intel. They created a YouTube page and could also analyze the video search PPC.

This campaign linked and combined off and online media. Each Offline support used for the campaign had a direct link to a web page or online “area”. This strategy allowed Intel to trace and measure the impact of each media used in the “Intel sponsors of tomorrow” campaign and if the campaign reached its goal. It also allowed Intel to evaluate manage they investments for the future campaigns.

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