Intel Moves Campaign Online with B2B Effort

The "Multiply" campaign for the Intel Core 2 Duo processor is going online — and pitching IT pros.

Intel is increasing the online spend for the effort by 10-20 percent, with money shifted from its print component.

The B2B portion of the campaign was developed by McCann Worldgroup and features cheetahs running at viewers and a "Google Maps"-like landscape of a processor, which users can zoom in on to learn more about the specs.

Online and print components will break this week in the US, Brazil, the UK, France, Germany, Russia, China and India, according to B2B Online.

With help from communications agency Owen Jones and Partners, Intel also developed a web-based widget, available at Pebkactranslator.com. The site, which Intel hopes will become a viral hit, is a play on IT in-joke?"PEBKAC"? ("problem exists between keyboard and chair") and refers to IT managers' being asked less-than-intelligent questions by clients.

The Pebkactranslator?uses Flash animation to "translate" an IT manager's predictable answer to such questions: "You input your own version of 'go take a leap' and it spits out a politically correct version of that," Intel VP of Integrated Marketing Nancy Bhagat said.

"It's developing an emotional connection in understanding the frustration that IT is going through, which helps our relationship with building a brand with the IT community."