The Medium Is The Message

Intel is on the verge of launching it's most expensive advertising campaign in 3 years. The new campaign focuses on the corporate culture of Intel, introducing us to the "Sponsors of Tomorrow." From what I've seen so far, it looks like it could be a fun campaign.

But the element that has me excited is the way Intel plans to incorporate digital billboards in cities across the country. The billboards will pose the simple question, "What do you hope to see in the future?" and will prompt viewers to text in their responses. Once the responses have been reviewed for inappropriate content, they will be uploaded and displayed on the billboards.

It's important to note that I don't think Intel selected digital outdoor as a medium by mistake. In the words of Marshall McLuhan, "the medium is the message." Companies who want to be seen as forward-thinking, cutting edge leaders in their field should consider selecting a medium that matches the image they're wishing to portray. It will reinforce your company's values, and will ensure that the techies who can't help but slow down as they pass a digital billboard will notice you and what you've got to offer.