MOBI 2010 Best Mobile/Cross-Media Campaign Finalist: Corvario for Intel
publication date: Aug 24, 2010
Intel’s use of mobile and search marketing exemplifies integration of mobile techniques across online and offline platforms for global campaigns. Mobile advertising plays an integral role in the Intel media mix and marketing strategy, supported by 6% of the total search budget. The campaign targeted high-ended mobile devices, and sought to define the role of mobile media in emerging and mature markets; particularly in-banner advertising opportunities both in application and browser environments. Intel utilized behavioral targeting capabilities and leveraged a variety of ad formats, such as standard and expandable units, Pandora internet radio custom units and display ads. The behavioral targeting and in-browser ads generate a cost per click (CPC) 40% lower than other search channels, and an ROI three times higher.
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