Marketing Masters — October 2008 - (Page 14)

❚❙ advertorIal Special Advertorial Section National Geographic – Intel – “Profiles of Success” Starting Up Last October, National Geographic ran a four-page advertorial designed to highlight Intel’s commitment to and impact on education. The principal aims of this partnership was to elevate Intel’s credentials in the educational market; connect with opinion leaders via custom content that would help educators equip students with the skills needed to succeed in a global economy; and leverage National Geographic’s assets both in storytelling and cartography to create a feature that would engage Intel’s target audience of senior business executives and the financial community. Getting Down to Basics The National Geographic/Intel advertorial boasted several outstanding elements—a custom map that pinpointed the various winners of the 2007 Intel Schools of Distinction Award and profiles of each winner, along with a blurb stating the reasons why they were being honored. Other provocative features were sidebar content profiling the Intel Teach Program and the Intel International Science & Engineering Fair. A smaller map inset also showed Intel’s global impact on countries where Intel education programs are active. An Intel “Science Smart” brand ad that called for readers to learn more at intel.com closed this special section; also, an interactive version of the advertorial was available online. Valedictory Address Invoking its expertise in cartography and editorial content, National Geographic communicated Intel’s messaging with a unique and innovative solution. Not only was National Geographic able to meet all of the project’s objectives, it also enhanced stakeholder value and generated considerable buzz within Intel. At press time, Intel and National Geographic are in talks about creating future campaigns. ■ ▶ Starkoff, continued from page 1 cover story, online content and ads on BusinessWeek’s Web site. The ROI was impressive: More than 1.5 million BusinessWeek readers downloaded podcasts, with nearly 6,500 online visitors posting comments. deliver against integrated marketing,” notes Starkoff. “That can be a challenge to a lot of agencies. Clients are demanding that type of approach where everything is consistent, but they’re not structured from an organizational standpoint to deliver against that.” Publishers also have the same problem, he adds, because very often their business is broken up into silos in which one person is working on events, another on online components and so on. A Pearl of a Program Overseeing the direction of the BlackBerry Pearl “Live a Larger Life” program, Starkoff helped to make print the dominant media platform while focusing on the client’s goal of altering consumer perception of its product as exclusively white collar. Seeking to make BlackBerry seem more fun, stylish and accessible to the mainstream, Starkoff approached Condé Nast’s Wired magazine to be a program partner. The publication agreed; soon both brands created an interactive kiosk for Wired’s annual NextFest Future Expo event, which showcases global innovations to industry trendsetters and technology mavens. Not only did the event demonstrate key attributes of the BlackBerry Pearl, it generated buzz and put the product in the hands of the consumers the campaign wanted to reach. Applause, Applause! As someone who has invested a great deal of time in putting together integrated marketing initiatives, Starkoff has a strong understanding of their definition and distribution in the media landscape. “[I’ve worked with] our publishing outdoor and online partners in developing new models that have shifted the paradigm in the way the industry approaches the marketplace,” explains Starkoff, who’s been at Starcom for almost 10 years. “[This creates] more integrated packages versus one-off, one-dimensional advertising or media buys.” Starkoff’s achievements have induced Starcom to entrust him with directing the integrated marketing campaigns for top global clients. Not surprisingly, Starkoff has been showered with numerous honors, which include winning a Starcom Award for his work on the BlackBerry Pearl “Live a Larger Life” program. ■ Overcoming Snafus “Many times clients aren’t necessarily structured to effectively 14 min ❚ Marketing Masters Issue October 2008 ❚ minonline.com http://www.intel.com http://www.minonline.com

Table of Contents Feed for the Digital Edition of Marketing Masters — October 2008

Marketing Masters - October 2008 Customized Web Site/Microsite Retail/Merchandising Tie-in Top Integrated Marketer Top Integrated Marketing Teams Custom Publishing Project Multiple Magazine Title Program Sweepstakes/Contest New Event Program Online Event Special Advertorial Section Print/Online Bundle Print Bundles: TV/Video/Mobile Total Integrated Program: B2B Total Integrated Program: Consumer Event

Marketing Masters — October 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.