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Appeared on: Monday, September 18, 2006
Intel Ramps up New 'Multiply' Campaign

Intel today announced a new integrated branding campaign named "Multiply," which is focused on Intel Core 2 Duo processor.

The campaign represents Intel's most significant marketing campaign in size and scope since the launch of Intel Centrino mobile technology.

"'Multiply' captures the power and excitement of an incredible technology -- the power of multi-core technology to deliver computing the way it was meant to be," said Don MacDonald, vice president and general manager of Corporate Brands and Marketing of Intel.

"Multiply" uses a combination of strong visual imagery and high energy music to communicate the multi-dimensional benefits consumers get from Intel Core 2 Duo processor-based PCs. In print and TV advertising, dancers, actors and artists express the impact of dual core technology in their multi-dimensional lives.

The "Multiply" campaign includes primetime and cable TV, print, online, outdoor and other ad placement and marketing efforts. Print ads begin appearing later this month, with TV and online ads launching at the end of September and outdoor ads in October. The campaign, created by McCann Worldgroup in New York, will run through the 2006 winter holiday season.

As part of the campaign, Intel will also feature the music of up-and-coming bands and bring them to the world stage. Songs and artists in the ads are "Ice Cream" from the UK's New Young Pony Club, "Different Sound" from Sweden's Teddybears and "Mr. Dabada" from Spain's Carlos Jean. Streaming media, artist interviews, links to band Web sites and other bonus materials will be available on Intel's Web site.


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