PC rivals band together in $70M ad effort to convince consumers they need a new machine
Microsoft, Intel and the world's three largest computer makers -- Dell, HP and Lenovo -- have banded together for the first time in a joint marketing campaign to convince consumers they should replace their aged personal computers with new systems.
The campaign relies on the tagline "PC Does What?" and will launch Oct. 19 with television, print, Web and social advertisements, along with "native" ads, a new term for the old-school label "advertorial." Native advertising is specially-designed digital content that looks nothing like a traditional ad but is more akin to a news story or blog, and is created or commissioned.
PC Does What? will run for six weeks.
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