INTEL ASIA-PACIFIC: THE CATCH & WIN CAMPAIGN Peter M. Dingle, Ash Supersad and John Lyons wrote this case under the supervision of Professor Peter C. Bell solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. This publication may not be transmitted, photocopied, digitized or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G ON1; (t) 519.661.3208; (e) cases@ivey.ca, www.iveycases.com. Copyright @ 2013, Richard Ivey School of Business Version: 2014-10-28 It was August 15, 2012, and Peter Dingle, head of Data Marketing Analytics and Mobile for Intel Asia- Pacific (AP), was reviewing the proposed media plan from Impact Marketing Ltd. for the Catch & Win 2.0 campaign. The media purchase needed to be finalized quickly so that it could be included in the current quarter's budget, but Dingle could not help feeling that the proposed spend across the markets and advertising types could be used more effectively. He thought that the key was to apply the company's own experience and data regarding social media engagement within their markets rather than to rely on generalized industry metrics provided by the contracted media agency, which had obtained them from Facebook statistics. Dingle set out to try to improve the media plan proposed by Impact Marketing INTEL GLOBAL OPERATIONS AND ASIA-PACIFIC MARKETING Headquartered in Santa Clara, California, Intel Corporation had more than 80,000 employees worldwide and recorded revenues of over $50 billion in 2011. Intel's website described the company as "the world leader in silicon innovation, developer of technologies, products, and initiatives to continually advance how people work and live. Founded in 1968 to build semiconductor memory products, Intel introduced the world's first microprocessor in 1971."