On SBS-CNBC News aired on February 21st, an interview with Intel Korea’s Mr. Han In Soo was carried out to talk about SNSD as Intel Asia’s new faces and the collaboration between Hallyu and IT. Here are the contents of the interview.
SBS-CNBC: SNSD had performed for Intel on January 18th when they were promoting their new product. Also, music video of SNSD in collaboration with Intel has been revealed. I heard the reaction was great, was it?
Han: Yes it was. The music video’s title is “Visual Dreams”. It received great attentions and appreciation online. Even though January 18th was a cold day, many reporters still reported about the event. Over 200 reporters have attended the event.
SBS-CNBC: What were the reports mainly about?
Han: Many of them focused on the financial value and marketing effects. The news of SNSD and Intel was even on MBC 9 o’ Clock news. The main things reported was this - ‘Our nation’s girl group have gone beyond hallyu and entered the world marketing models’. To illustrate further – ‘our nation’s girl groups have international effect through online and social media. Therefore, they are receiving global industries’ love calls’. The news also talked about - ‘With SNSD modeling for Intel as a start, girl groups’ financial values are starting to rise’. Financial Today published articles about ‘IT Brands, How Much Financial Effect Will It Receive From Collaborating With Hallyu Idols?’ and also – ‘The first experiment of this marketing strategy will be Intel’.
SBS-CNBC: Well, besides the financial values, what else is attracting the public’s attentions?
Han: eToday reported ‘Industries are eager to model girl groups to approach the ‘Younger Generations”. It was a report about how industries have raised their image through online marketing and social networking. Especially B2B industries are focusing on promotions for 2nd time customers, not 1st time customers. Also, the fact that industries (that does not make complete products) are strengthening their public relations have caught attention. Intel was used an example as this. The fact that Intel produces CPU, but still chose SNSD as their model was very ‘shocking’.
SBS-CNBC: So far, how is the effect of using SNSD as a marketing strategy? Even though it might be hard to say considering it has only been 1 month since their collaboration.
Han: Because this marketing strategy has just recently set off, so I can’t tell you the effect exactly. However, about a month after SNSD started modeling for Intel, ‘HanGook KyungJae’ talked about SNSD’s marketing results. It’s pretty interesting. “‘Visual Dreams’, a song composed to promote Intel, has reached 5 million clicks just in their official website.” Also, they reported, ‘Just 48hours after the release of the music video, it reached 1 Million views’. The reports were mainly stating the effect was favorable. Such a result was probably possible because of online communication and the use of entertainment to garner the interest among the younger generations.
SBS-CNBC: Then what do you think can be concluded through SNSD and Intel’s collaboration?
Han: By summarizing the things above, major presses talk about 3 things from this collaboration. First, it is a known fact that K-Pop has a great effect in Asia, and global industries further confirmed this fact by selecting girl groups as their models. Secondly, industries have started to take actions to approach the younger generations. Lastly, K-Pop great effect has went oversea and became global. Also, considering Intel only released SNSD’s music video only online and not on TV commercials, Intel is mainly focusing on using online communities to globally promote themselves.
SBS-CNBC: We believe that now SNSD’s marketing activities in Asian region have also started.
Han: Now, the marketing activities for the Asian region in Taiwan and other Asian countries have begun. yesterday, I got in touch with the public relations representative for Taiwan and I was told that currently, SNSD’s music videos and advertisement pictures are rapidly spreading and shared across the region through the internet. We are also thankful to have received some constructive and helpful e-mails. From the entertainment industry’s point of view, participation of global companies as advertisers seems to be greatly welcomed. We hope that this sort of collaboration would enhance the entertainment industry as well as the Korean wave. The Intel-SNSD collaboration marketing in each Asian region is the beginning. The huge success of this global marketing will not only bring good news to SNSD’s fans but also to many other parties.
Credit: sbscnbc.sbs.co.kr
Translated by: fanwonder/Taengfan@fanwonder.com
Following the press report released yesterday, SM Entertainment has followed up with an official announcement regarding SNSD being the endorsement models for Intel Asia.
On January 10th, representatives of SM Entertainment revealed, “Starting from the 10th, SNSD and Intel will be starting a variety of campaigns for Asian consumers. Intel’s new product, the ‘Second Generation Intel Core Processor Family,’ will feature SNSD’s urban and impressive visuals to help market the product’s characteristics.”
SNSD will be joining Intel in marketing the product not only in Korea, but all over Asia as well. Consumers will be able see SNSD through new music, 2D and 3D music videos, internet sites, photos, and PC store displays. The music video produced by Intel and SNSD will be released on January 17th.
SNSD stated, “The music to be released is an easy-going track that anyone can follow along with. The music video will be very ‘SNSD’ in style. The music production with Intel was very fun. We even sang the famous Intel sound, ‘Bong!’, ourselves.”
Although SNSD recorded the sound logo for Intel, whether or not it will be used is still in discussion. Intel Korea’s Han In Su commented, “It is true that SNSD recorded the sound logo, but from a marketing standpoint, we’re still deciding whether to use it as a marketing tool, or insert it in actual advertisements.”
CEO Kim Young Min of SM Entertainment further commented, “We’re glad to be able to work with such an internationally known brand. We’re looking forward to presenting Asian fans with SNSD’s new music and music videos.”
Intel Korea’s Lee Hee Sung concluded, “Our consumer campaign for our second generation Intel Core product will feature SNSD’s cute and modern visuals. We’re introducing our products in a variety of fun and exciting ways for our consumers.”
SNSD and Intel’s new music video will be released on January 17th, followed by the song on the 18th at the Intel production conference.
Source + Photos: Star News via Daum
Via;allkpop
According to an undisclosed industry-related source on January 9th, Intel is expected to announce SNSD as their Asian CF models soon.
Although the agreement as well as terms between the two parties are unknown, it is believed that Intel is including SNSD as the substantial and significant part of their promotion and advertising plan in the Asian region.
On January 5th, Intel unveiled its latest processor called ‘Sandy Bridge’ at the ‘CES 2011′ in Las Vegas and they are preparing for a large-scale marketing exercise. SNSD are expected to be announced as the main model of the promotional activities.
The advertising contract between Intel and SNSD is seen as a rather unusual and rare ‘phenomenon’ considering the fact that Intel is largely targeting corporate customers and practices B2B (Business to Business) marketing where celebrities/artistes’ involvement in its advertising activities is rare. However, it will be interesting to see how this global marketing strategy could promote not only the product from a world-known international IT corporation but also the Korean culture to the world through one of Asia’s most popular girl group, SNSD.
Utilizing SNSD’s popularity, Intel plans to maximize its brand loyalty and consumers’ interest in their products thus, strengthening their position in the Asian market.
However, when asked about the content of the promotional and advertising plan, Intel refused to disclose any details and replied, “we could not confirm”. Intel’s agreement with SNSD is expected to be officially announced on January 10th.
Credit: nate.com/etnews.co.kr
Via;fanwonder
