Intel Corporation, one of the world’s leading semiconductor companies, has faced tremendous pressure over the years to maintain its competitive edge in the tech industry. With the rise of competitors such as AMD and Nvidia, Intel needed a robust PR strategy to assert its leadership position. FleishmanHillard, a global communications agency, played an essential role in ensuring that Intel’s product launches — particularly the launch of its new processors — were met with excitement, trust, and consumer confidence.
Intel’s Brand Challenges
Intel, for much of its history, was known as the undisputed leader in microprocessor technology. Its iconic “Intel Inside” campaign, launched in the 1990s, became one of the most successful branding efforts in tech history. However, as new players began to emerge in the semiconductor market, particularly in the gaming and mobile computing sectors, Intel’s once-unshakable dominance came under threat. By 2019, the company was facing a combination of supply chain issues, the rise of competitors, and internal challenges with its next-generation processors, making its PR needs even more urgent.
The launch of Intel’s 10th-generation processors, which promised to significantly improve speed and energy efficiency, was an opportunity for the company to reassert itself. FleishmanHillard’s task was to develop a comprehensive PR strategy that not only generated excitement for the new technology but also positioned Intel as the innovation leader in the ever-competitive semiconductor space.
Building Anticipation Through Teaser Campaigns
One of the most effective aspects of FleishmanHillard’s strategy for Intel was its use of teaser campaigns to build anticipation for the processor launch. Intel worked with the agency to release strategic sneak peeks and product teasers that heightened consumer interest leading up to the official announcement. Rather than a simple product reveal, the campaign was framed around an exciting technological breakthrough, with a focus on the processors’ real-world applications.
FleishmanHillard helped create a narrative around the significance of Intel’s new processors, focusing not just on raw specs, but on how the product would enhance everyday experiences for users — from gaming enthusiasts and content creators to business professionals and AI researchers. By creating an emotional connection to the product, FleishmanHillard ensured that Intel’s launch wasn’t just a typical tech event, but a major moment in the industry.
Influencer Partnerships and Media Strategy
Tech influencers and media personalities are a critical part of PR strategies in today’s digital age. FleishmanHillard’s approach included carefully cultivated relationships with top tech influencers, journalists, and bloggers in the semiconductor and consumer electronics industries. Intel worked with these influencers to create unboxing videos, live-streamed product demos, and first-hand product reviews that would generate buzz among early adopters.
What set this strategy apart was the focus on transparency and providing influencers with the tools they needed to communicate the benefits of Intel’s new processors. By giving influencers early access to the products and allowing them to conduct independent reviews, Intel earned the trust of its audience, ensuring that the reviews were authentic and grounded in personal experience.
FleishmanHillard also executed an intelligent media outreach strategy, ensuring that top-tier tech outlets like Wired, The Verge, and TechCrunch featured in-depth analyses of Intel’s new processors. These media placements not only increased visibility but also lent credibility to the brand’s claims of innovation.
Crisis Management and Response to Setbacks
No product launch goes entirely according to plan, and Intel’s 10th-generation processor launch was no exception. Due to unexpected supply chain disruptions, the company faced challenges meeting demand. FleishmanHillard’s crisis communication team worked closely with Intel to ensure that the company remained transparent and proactive with consumers. Instead of hiding from the supply chain issue, Intel openly acknowledged the delays and provided clear timelines for when the processors would be widely available.
This honesty and openness helped prevent negative fallout, as customers appreciated Intel’s commitment to transparency. FleishmanHillard’s careful management of this crisis demonstrated how a PR agency can help mitigate potential damage during challenging situations.
Conclusion
Through meticulous planning, strategic media partnerships, and well-executed influencer campaigns, FleishmanHillard’s work with Intel helped reinvigorate the company’s brand and launch its new processors with the fanfare they deserved. By focusing on transparency, building anticipation, and managing crises effectively, FleishmanHillard demonstrated that great technology PR can shape consumer perceptions and drive product success.
