Intel's no stranger to advertising on big time professional sports. I remember years ago watching the NBA playoffs, blown away that this esoteric chipmaker so important to us in Silicon Valley was actually trying to "brand" itself outside of geekdom.
Never work, I thought. Kinda like a vanity plate or something. We'll spend big bucks to make us all feel good about ourselves.
Instead, "Intel Inside" became a phenomenon unto itself, those bunny suits became iconic, and the marketing plan helped cement Paul Otellini as CEO material eventually.
It's been over 12 years since Intel sponsored a Super Bowl. Yes, they joined Dreamworks last year in a 3D spot about "Monsters vs. Aliens," but yesterday was all about Intel.
And what a deal this company got.
Nevermind how quirky the Intel lunchroom ads might have been (so so, as far as I was concerned.) The real dividend came from Intel's sponsorship of the post-game show.
Turns out this was one of the best Super Bowls in recent memory, and the post game show, with those heart-gripping images of Drew Brees and his earphone-covered, angelic son were magical.
And Intel's logo was all over it.