PRO Case Study
Case Study: Harnessing Web 3.0 to Pump Up Brand Preference and Loyalty
by Kimberly SmithCompany: ASUS (North America) and Intel
Contact: Various representatives of Intel, ASUS, and Federated Media
Location: Santa Clara, CA (Intel) and Fremont, CA (ASUS)
Industry: Personal computing
Annual revenue: Confidential
Number of employees: Confidential
Quick Read
Tradition dictates that companies avidly protect and maintain control over their brands, products, and ideas, but marketers can't ignore the transition now taking place: Web technologies, and social media in particular, are quickly and irrepressibly transferring a growing share of that power to consumers, who now have a highly robust and economical platform for broadcasting their opinions, rallying their friends and followers, and introducing a new level of public sway that few marketers are prepared to manage.
Like most things in this world, you can choose to fight it or you can choose to embrace it. ASUS and Intel have chosen the latter; and, so far, it's working well for them.
Their joint online marketing project entails launching a branded social community in which users discuss ASUS and Intel products, shed light on what their ideal PCs would consist of, and share their ideas with other users.
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Comments
Interesting case study, but could you defined what you believe Web 3.0 is? Everyone seems to be tossing around web 2.0 is dead and 3.0 is the next best thing so I am curious to understanding the basis for using 3.0 in the title as the story doesn't tie it back to 3.0.
Looking forward to learning more.
Hi Chris, thanks for your comment. I think 3.0 will continue to evolve, but part of it is this idea of co-creation and allowing users/consumers to directly influence and contribute to product development and other business process via Web technologies.
So...how does this differ from market research?
Crowdsourcing and user co-creation vs. feedback