Probably very little - for the very good reason that they don't really care. The majority of consumers are interested in what technology can do, not how it does it.
The key benefit of a Dual Core Processor is that it allows you to run two demanding applications at once (and one application even better) because it has two processors. It also uses very little power - a real bonus as all notebook users will know. The communication challenge is to bring these benefits to life.
At first glance, the Capital FM radio promotion ticks many boxes - radio offers high category share of voice and radio is the music medium.
The promotion includes on-air trails, DJ mentions, CRM and promotions driving user-generated content, with entrants uploading their performance onto the Capital site, with the chance to play the warm-up slot at the live event with one of the hottest new acts of 2007.
But two questions spring to mind. Why Capital FM, and what links Intel Dual Core 2 Duo Processor intrinsically to this promotion and live music? It feels like any other brand could be dropped into this promotional mechanic.
How does this use live music to bring to life the unique benefits of the Dual Core Processor, the power to run simultaneous applications? How about two acts playing simultaneously over the web or two acts duetting the star and the winner? Low power use - how about semi-acoustic sets?
If Intel is going to gain credibility with live music fans, it must bring to life the key benefits of Intel technology by adding something to the experience of live music.
As a technology company there are so many opportunities to engage music fans with their passions - this is an opportunity missed.
- Review by Martyn Stokes, digital director, MPG.
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