Quick... Who's jingle is this?
(If nothing played, try this:
http://www.uspto.gov/go/kids/soundex/75332744.mp3 )
Intel Inside has to be the most widely recognized example of Integration Marketing following its long-running "Intel Inside" campaign. The campaign, which started in 1991, was created by Intel marketing manager Dennis Carter. The five-note jingle was introduced the following year and by its tenth anniversary was being heard in 130 countries around the world.
The Intel Inside program was supportive of advertisers and further served to broaden the company's awareness as a key ingredient inside PCs. Intel paid some of the advertiser's costs for an ad that used the "Intel Inside" logo. If the ads did not meet agreed upon requirements, Intel was not obligated to reimburse costs. PC companies advertising products containing Intel chips include the jingle in their film and television advertisements in order to receive the reimbursement.
Brilliant Integration Marketing in action.
