Multiply is in. But will Viiv do fractions?

19 09 2006

The Santa Clara, Calif.-based chip giant will unleash a multimillion-dollar ad campaign called Multiply, which is designed to promote dual-core processors and their capabilities.

Print ads will begin this week while radio, TV and a redesign of company Web sites will follow soon after. As part of the campaign, the company has licensed songs fromIntel Core Duo relatively unknown bands, such as the New Young Pony Club and Carlos Jean, said Nancy Bhagat, vice president of integrated marketing at Intel.

Bhagat declined to state the budget for the Multiply campaign but said the company planned to spend millions on Multiply ads and marketing to promote dual-core processors. “This is the most impactful effort since the launch of Centrino,” she said. “We’re investing hundreds of millions of dollars.” The campaign will initially be focused on consumer PCs, but be expanded to business PCs in January, she said.

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