From ComputerWorld: Microsoft, Intel and the world's three largest computer makers -- Dell, HP and Lenovo -- have banded together for the first time in a joint marketing campaign to convince consumers they should replace their aged personal computers with new systems.
The campaign relies on the tagline "PC Does What?" and will launch Oct. 19 with television, print, Web and social advertisements, along with "native" ads, a new term for the old-school label "advertorial." Native advertising is specially-designed digital content that looks nothing like a traditional ad but is more akin to a news story or blog, and is created or commissioned.
PC Does What? will run for six weeks.
According to Advertising Age, the campaign has a $70 million budget. The companies will limit the campaign to the U.S. and China, which account for more than half of the global PC market.
The gist of the campaign is that consumers who have older PCs -- those bought four or five years ago -- have no idea what a new machine can do. "We want to let them know how much better today's PCs are than the PCs they're using," said Steven Fund, Intel's chief marketing officer, in a live-streamed presentation where the head marketing executives of all five firms appeared.
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