Technology company AMD has launched a social campaign in India – ‘Future is Me’ – to engage with the youth of the country. The multi-city multimedia initiative invites the youth to come up with interesting futuristic ideas that best describe the future of any of the four aspects of their life – music, entertainment, digital and fashion.
Talking to exchange4media about the concept behind the campaign, Raka Khashu, Head, Marketing, AMD India, said, “As per a recent research, over 54 percent of the country’s population is under the age of 24. Keeping in mind the country’s strong youth background, we have launched the Future is me' campaign. With VISION Technology from AMD and futuristic design innovations like the groundbreaking AMD Fusion Accelerated Processing Units (APUs), AMD has always been at the forefront of making tomorrow’s technology available today. With this contest, AMD has taken an advanced step to involve the youth of today to create the future by guiding innovation through the ideas of the thinkers of tomorrow. With youth forming a major part of the country’s overall population, this initiative will be the platform to highlight AMDs’ brilliant HD and personal supercomputing experiences for its consumers.”
The four-month long challenge is an effort by the company to get futuristic ideas of innovation from the youth, who it claims to be the most technology enthusiastic in the country. The campaign has been designed in collaboration with the Times Red Cell.
Commenting on the social media campaign, Khashu explained, “Since this initiative is targeted towards the youth, the social media was the ideal choice for us to reach out to them. At AMD, we always aim to differentiate our technology and help our users “be brilliant” by giving them access to futuristic technology innovations apt for their day to day computing needs. AMD India’s “Future is Me” contest is one such enabler that envisages this very thought and makes a sincere effort to live the AMD philosophy in concert with one of its most valuable users: the youth.”
AMD had also launched a ‘Global VISION Challenge’ recently. The campaign was recently concluded in India, where AMD had identified five online bloggers who had a strong social media presence to educate them about the AMD products and technology. They are looking to launch the second phase of the campaign shortly.
Talking about the marketing spends allocated to digital, Khashu said, “With the emergence of social media as an important marketing platform in the last few years, this would most definitely form a significant component of these campaigns.”
For the first phase of the campaign, ‘Global VISION Challenge’, the contest microsite was designed and managed by Votigo, a social media promotions company with offices in the San Francisco Bay Area, Boulder, CO, and Hyderabad, India. The social media engagement and execution was managed by Edelman Digital, the digital arm of Edelman India.