Intel debuts viral gift card holiday campaign

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Intel is conducting a digital e-card campaign that lets users make personalized 3-D cards to send to their friends and family.

The campaign, launched November 16, runs through the end of the year. It features a Web site where consumers can create e-cards and view information on Intel products. The site, MakeYourHolidaySing.com, and the e-card effort were created in conjunction with Omnicom Group digital agency Organic and 3-D technology company Motion Portrait.

“We wanted to tie a fun experience into our gift-giving guide,” said Holly Bourne, consumer campaign strategist at Intel. “It incorporates an engaging digital experience and the ability to go to a holiday landing page and interact with the products.”

Consumers can create images by uploading pictures of their faces and adding a personal message. The consumer then incorporates user-generated content into three different preset characters. Site visitors can also personalize the music, so that their photos actually sing along to the song.

OfficeMax this month relaunched the similar “Elf Yourself” campaign, which allows consumers to upload pictures of themselves to create personalized cards.

The application allows users to e-mail the card through various Web mail accounts, including Gmail and Yahoo, or post their videos to YouTube or Facebook. The holiday card will also be accessible on Intel's official Facebook site. After a user sends the e-card, he or she is directed to a holiday gift-buying guide, which features Intel laptops.

“We knew that for Intel we had to use something with cutting-edge technology,” said Goldy Bardin, associate creative director at Organic. “This is one of those cases where the inspiration really came from the objective, which is to promote sleek laptops for the holiday.”

The campaign's goal is to acquire new customers, and it includes a viral push and banner ads to build awareness. The card is being sent internally to 80,000 Intel employees. “The concept is that they will enjoy the cards so much that they will share it with their family and friends,” added Bourne.

The campaign's main target demographic consists of shoppers who are looking for technology as a gift, but need some information to help them make the choice.

“In this economy, people want to make sure that what they buy is a value, and we have given them information to make sure they make the right choice,” said Bourne. “The landing page with factual information helps.”

Last month, Intel conducted a two-day online ad campaign that allowed consumers to chat directly with the company's experts via banner ads on targeted Web sites.

Coffee brand Eight O'Clock, the primary sponsor of the AMC drama Mad Men, also included e-cards in a social media campaign promoting the show this summer.

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