The company is in talks with its global digital agency, MRM Partners, about redesigning its main web site to give it more of a consumer focus.
Former European advertising manager David Mitchell, will develop digital strategy in his new role of head of interactive marketing for EMEA.
It represents the first time the chip manufacturer has created a role for interactive and there will be a similar post in the US.
Mitchell said Intel's site was targeted at a high-end technical audience, but the firm is looking to engage with a wider, consumer audience.
This forms part of an effort to change people's perceptions of the Intel brand and position it as a developer of digital media and entertainment platforms, rather than just a manufacturer of PC chips.
As part of this, Intel is creating a web site to support its new technology and marketing partnership with BMW, which includes sponsorship of the BMW Sauber F1 Team.
Mitchell said the site would go live in time for the first race of the season on 12 March.
The company is also planning to step up online ad activity in the second half of 2006 to communicate its new 'Leap Ahead' tagline to consumers and raise awareness of its recently launched Viiv technology.
Ad activity for Viiv, designed to be the digital media platform for the home, will be almost exclusively online with some support from traditional media.
"We want to really engage with people, and make them want to come back and see what Intel is doing on the web," explained Mitchell.
Cover feature, p30.
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