Gateway's Ad Campaign Emphasizes Direct Connection With Consumers

Share this content:
Computer maker Gateway Inc. has launched a branding campaign that reinforces the company's status as a direct marketer and as a provider of Internet access.


Using the legendary rock anthem "Who Are You?" by The Who as theme music, the spots feature the results of surveys about Internet usage and plug several Gateway offerings, including its new program providing a year of free Internet access with the purchase of a computer of at least $1,000 in value. The spots also tout the company's custom-software program, called YourWare, and its Gateway Country retail outlets.


The TV commercials, which began airing earlier this month, also tout the variety of methods by which consumers can purchase Gateway products, telling customers they can "call, click or come in" -- via a toll-free phone number, the company's Web site or its retail stores. Radio spots and print ads in national newspapers and technology magazines will follow.


McCann-Erickson Worldwide created the campaign, which uses the tag line, "Connect with us."


Beckoning Web site viewers to "Be a part of our new ad campaign," the Gateway Web site also features a polling mechanism asking customers what they want from their technology and displays updated results.

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above