Intel Plays Well In Aggregator’s Sandbox

I appreciate Julia Briggs blogging about Intel’s partnership with POPURLS. The result–POPURLS Blue Edition–aggregates news with Intel’s core audience in mind.
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Briggs says, “People reading blogs are looking for information and are experts at consuming content. Give them more content to consume! But tie it back to your brand.”
These type of content partnerships offer a bright future for brands willing to make the necessary investment. It’s no longer about creating a breakthrough campaign. Campaigns are temporary, so even if they manage to entertain, they quickly fade. On the other foot, is a media property.
I don’t know what type of deal was struck between parties, but I hope it’s for the long term benefit of both POPURLS and Intel.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.