Intel, the technology giant, has launched a campaign in collaboration with social networking site MySpace that aims to build on its reputation in music and shed its stuffy image.
The chip manufacturer has a sponsored destination page on the site – www. myspace.com/intelpowersmusic – that aims to position Intel and its Centrino technology as integral to music production and en-hance MySpace users’ musical experience.
As part of the push, created by Universal McCann Digital, users can add Intel as a friend and add an application that allows them to increase the music storage allowance on their page.
Intel consumer brand manager for Intel Simon Shipley says: “This is aimed at young consumers, but not purely. This approach is about embracing and targeting consumers with a positive attitude towards technology and its application in music.
“One challenge to make the most of a social network is how to be truly relevant and add value. It’s about actions and not just words,” he adds.
The MySpace initiative also includes a competition, asking users to vote for the best musicians, who are then given the chance to record a soundtrack with professional artists.
The Intel Powers Music push continues the technology brand’s association with music that it has rolled out over the year, having earlier admitted the company had taken “its eye of the ball” in terms of marketing (MW May 17).
Last month it struck a deal with GCap Media to sponsor several of its music radio stations including “alternative” station, Xfm.