Intel and MySpace launch music application

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here