INTEL REACHES OUT TO YOUNG ADULTS
By Adnews Staff
California-based Intel Corp. is going after a young adult audience in its latest North American campaign for the Pentium processor. Launched late last month, the campaign uses TV print and on-line ads to showcase the Pentium processor as the best computing experience. The TV ad highlights rock bands featured in the latest issue of a CD-ROM called Launch. The CD-ROM features music, videos, band performances, interviews with bands and other celebrities, as well as movie clips and previews, PC games and reviews. Intel is also using an interactive ad on the Launch CD-ROM. The ad revolves around "The Connection," a cyber-hangout that showcases the Intel Pentium processor and connected PC technologies. The campaign was created by Euro RSCG-DSW of Paris. In Canada, Harrison, Young, Pesonen & Newell of Toronto did the media buy.