Intel’s hidden ad gamble pays off in first game of deal with FC Barcelona

December 20, 2013 Leave a comment

Intel’s hidden ad gamble pays off in first game of deal with FC Barcelona

By Matt McFarland, Updated: December 16 at 10:07 am

It didn’t take long for Intel to enjoy the effects of its new partnership with Spanish soccer team FC Barcelona. Forward Neymar lifted his jersey during Saturday’s match with Villarreal, revealing the Intel Inside logo. While the Intel portion of the logo was partially obscured, it appears the company’s hidden logo won’t lack for visibility during the five-year deal with FC Barcelona.“I know it’s bizarre and strange because it’s not shown on a day-to-day basis, but it’s more about the symbolic space,” said David Haroldsen, Intel’s vice president of sponsorship. “It authentically tells the story of who we are rather than just being another brand that is visible with all the other logos that exist. We believed we would have more value with the symbolic placement with occasional pop-up moments within the game.”

Haroldsen expects other brands will attempt to use ads inside jerseys. He pointed to Intel as one of, if not the only brand that could authentically use an inside-the-jersey ad because its processors are within computers and generally not visible to consumers.

“People can’t touch our processor. It’s something that’s inside the computer,” Haroldsen said. “For us to at least start the dialogue to connect with consumers, we need to introduce that concept.”

Intel is also providing technological solutions for the team and connecting with fans on Instagram and Twitter for ticket and computer giveaways. Next year the Intel Inside logo will begin appearing on official team jerseys that are sold to fans.

Filed under TMT Trends

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Kee Koon Boon (“KB”) is the co-founder and director of HERO Investment Management which provides specialized fund management and investment advisory services to the ARCHEA Asia HERO Innovators Fund (www.heroinnovator.com), the only Asian SMID-cap tech-focused fund in the industry. KB is an internationally featured investor rooted in the principles of value investing for over a decade as a fund manager and analyst in the Asian capital markets who started his career at a boutique hedge fund in Singapore where he was with the firm since 2002 and was also part of the core investment committee in significantly outperforming the index in the 10-year-plus-old flagship Asian fund. He was also the portfolio manager for Asia-Pacific equities at Korea’s largest mutual fund company. Prior to setting up the H.E.R.O. Innovators Fund, KB was the Chief Investment Officer & CEO of a Singapore Registered Fund Management Company (RFMC) where he is responsible for listed Asian equity investments. KB had taught accounting at the Singapore Management University (SMU) as a faculty member and also pioneered the 15-week course on Accounting Fraud in Asia as an official module at SMU. KB remains grateful and honored to be invited by Singapore’s financial regulator Monetary Authority of Singapore (MAS) to present to their top management team about implementing a world’s first fact-based forward-looking fraud detection framework to bring about benefits for the capital markets in Singapore and for the public and investment community. KB also served the community in sharing his insights in writing articles about value investing and corporate governance in the media that include Business Times, Straits Times, Jakarta Post, Manual of Ideas, Investopedia, TedXWallStreet. He had also presented in top investment, banking and finance conferences in America, Italy, Sydney, Cape Town, HK, China. He has trained CEOs, entrepreneurs, CFOs, management executives in business strategy & business model innovation in Singapore, HK and China.

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