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‘PC Does What?’: A Great Marketing Campaign Launched by Dell, HP, Intel, Lenovo and Microsoft

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This October 19, a six-week marketing campaign finally kicks off in China and the US called “PC Does Whaat?!”. Spearheaded by top brands namely Dell, HP, Intel, Lenovo and Microsoft, the slogan “PC does what no PC has done before” goes with the campaign.

The launch is done in a webcast by the five chief marketing officers of the top brands explicating their aim to expose several of the best ad spots and display “what’s in store for the next generation of PCs”. The short clips have one or two people using a PC, either the same person or the other acting in surprise upon discovering what the PC is capable of doing.

pc_does_whatClear in the campaign’s name and slogan, it is intended to create and reinforce the mindfulness of PC owners to what their PCs can do in the modern age. Far from the traditional and common use of PCs, it will expose the capability of bringing the owners’ living to extraordinary interface experience. Furthermore, it targets on non-Windows device owners like those who procured Chromebooks and Mac products.

The companies altogether thrust ads on TV, online (social, search, and the PCDoesWhat.com microsite) and in print. Also, the campaign is initially launched in US and China since both encompass over 50% of the entire market. In the long run, the companies desire to expand this campaign to other countries.

It can be observed that though Microsoft worked with other individual computer makers and Intel before, it is just in this newest campaign that it collaborated with four companies for a marketing campaign. Also, the collaboration is dubbed remarkable as it only sparked in June and in just a few months’ time, is finally launched. For Microsoft, this is another means to achieve its goal of having 1 billion devices running in Windows 10 within 2 to 3 years.


A lot of PCs have Intel chips inside and a reasonable number also features its latest Skylake processors. This means that the more PC makers like Dell, HP and Lenovo can sell, the more it is expected to increase sales, so does Intel and Microsoft.

Hence, the public can assume to witness these companies highlighting their products. For Microsoft is its Windows 10, Intel its sixth-generation Intel core processors and Dell, HP and Lenovo’s grandest, most innovative, latest and thinnest PC designs.

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October 19, 2015

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