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    Pepsi, Dove and Intel - Case summary (4Es)

    Pepsi, Dove and Intel, highlighted in the three previous posts, all embrace the four Es of emotions, experiences, engagement and exclusivity in their marketing strategies. But, of course, approach the model in different ways.

    Pepsi - Dove - Intel

    While Dove’s Campaign For Real Beauty is more emotional in its approach, Pepsi’s Refresh Project has an engaging point of departure. Intel’s Creators Project is approaching the four Es first and foremost by offering the audience experiences through exhibitions and videos. But in general, the three very different but all very successful brands bring emotions, experiences, engagement and exclusivity in to play in their overall communication and marketing strategies. They are all doing ‘good’ as well, with regards to the campaigns highlighted.

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    Case in point B: Intel, Creators Project (4Es)

    The American technology company Intel is one of the top ten best-known brands in the world, positioned in the same league as Coca-Cola, Disney and McDonald’s. But what is it that makes Intel, a company providing consumers with computer processors and chips housed deep inside their computers, this successful?

    Except for being known for its five-note sound logotype, we’d say its strategic marketing campaigns. Most recently, Intel combined creativity, bright young minds and technique to provide its audience with valuable brand experiences, connecting emotionally with the global youth. Earlier this year, Intel launched a new network, the Creators Project, together with media agency Vice. The Creators Project is a multi-year, multidiscipline, and multi-country campaign exposing new artists and facilitating the production and dissemination of new work with these artists and their collaborators in a world where artists can struggle to get by. Intel’s audience can watch 45 videos submitted by creatives from across the globe. They are also able to experience the brand live, through a series of exhibitions and performances in different urban centres rolled out around the world. Attendees can engage in all-day cultural extravaganzas featuring some of the world’s leading artists in music, art, film, design and architecture. The project is set to last for several years.

    Intel is a brand already owning an exclusive position in the consciousness of many. But with the Creators Project, Intel positions itself also amongst the younger generation, not traditionally targeted by the brand - a generation of creative whiz kids and artists who use technology as their creative tools.

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