Intel To Have Major Advertising Presence During NCAA Tourney
Intel Thursday announced that it "will add a third leg to its big event media strategy with a major presence" during CBS' coverage of the NCAA men's basketball tournament, according to Stuart Elliott of the N.Y. TIMES. The Intel campaign will "feature a concept the company calls the core moment, a play on its new Core family of processors." The idea is to "ask basketball fans for their 'core moments' from past games." Intel, whose creative agency is Venables Bell & Partners, S.F., is buying ad time on CBS, CBS' March Madness on Demand broadband coverage, CSTV, CBS Radio "in five large markets," mobile media and "on a section of the CBS Sports Web site." The campaign launches Sunday "during the coverage of the selection process for the tournament." Intel during the tournament plans to run "commercials that it has already shown this year, including the spots that appeared during the Super Bowl and the Academy Awards." Intel Senior Digital Strategist for the Americas Marketing Group David Veneski noted that a new ad also is "being considered." The previously seen spots "will be freshened with new endings, featuring actual Intel employees singing the company's four-note aural theme." Meanwhile, Intel also is "considering running commercials during coverage" of the FIFA World Cup (NYTIMES.com, 3/11).
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