SOURCE: Covario, Inc.

Covario, Inc.

September 30, 2010 19:59 ET

Intel and Covario Win OMMA Award for Best Online Advertising for "Core Family" Campaign

Global Marketer and Search Industry Leader Also a Finalist for Mobile Marketing

NEW YORK, NY--(Marketwire - September 30, 2010) - Covario, Inc., one of the nation's largest independent providers of search marketing software solutions and agency services, teamed up with its client Intel Corporation to win an OMMA (online media, marketing and advertising) Award for the Best Integrated Online Campaign in the Technology Vertical category.

The winning entry centered on Intel's "Core Family" campaign, which combined paid search ads with YouTube videos, a new micro-site, social media strategies, and a series of broadcast and interactive promotions by the marketer and its media agency OMD. Their work together on the same campaign also garnered Intel and Covario OMMA award finalist recognition for Mobile Marketing support.

The 2010 Intel Core™ "processor family" consists of a suite of smart, high-performance processors for consumer products that was specifically designed to adapt to consumer needs.

Covario helped Intel leverage paid search advertising as a catalyst to ignite, as well as the glue to hold together, an integrated multimedia effort for the Core Family initiative, which embraced such traditional media as TV and print, along with retail promotion, in a manner that generated both awareness and website traffic.

The campaign had a global reach that encompassed more than 35 countries and 25 languages, in addition to 20-plus media channels -- TV, print, retail, digital out-of-home, events, banners, videos, blogs, search advertising and social media advertising.

"Throughout this campaign, it was absolutely amazing how we were able to help Intel coordinate and execute so effectively across so many different media channels, cultures and languages," said Craig Macdonald, senior vice president and chief marketing officer of Covario. "Clearly, large brand marketers like Intel count on us to help deliver outstanding search marketing results on a complex, global scale."

Macdonald said what has been so special about the Core Family campaign is that it leverages each media channel to create synergies and a consistent brand promise, while allowing each channel to maintain its unique personality. Search marketing continues to be used as a common foundation across media, which enables the tight collaboration between Intel's media, web and creative agencies that come together to make this campaign a success.

Additionally, the finalist recognition that Covario and Intel shared for Mobile Marketing was also connected to the Core Family campaign, which began with a nine-week effort in the U.S. and Indonesia to ascertain how consumers respond to different types of mobile advertising. Among the findings were that mobile click-through rates are similar to online search, and that mobile advertising is four times less expensive in Indonesia than the U.S.

The OMMA Awards for Online Advertising Creativity are sponsored by the Media Post organization and began in 2006. Two years later, the OMMA Awards for Integrated Online Campaigns were added to honor brand marketers and their agencies, and the OMMA Awards for Web Site Excellence were created to recognize Web publishers.

About Covario™
Covario, Inc. is among the nation's largest independent SEM (search engine marketing) and SEO (search engine optimization) solutions providers, offering both software and agency services for paid and organic search management. Covario provides large global organizations with robust solutions for paid search advertising, organic search (SEO), social media and display advertising. Covario enables complex and distributed organizations to control their brand integrity; ensure budget transparency; and deliver quantifiable results across business units, distribution channels and languages. Headquartered in San Diego, the company's growing customer base includes some of the world's best known brands in technology, retail, ecommerce, financial services, consumer electronics, media, entertainment, publishing and consumer packaged goods. More information about Covario is available by calling 858.397.1500 or online at

Contact Information

  • Contact:
    Rick Clancy
    Sr. Director, Public Relations
    858-397-1500, ext. 1643