Crow in tune with Dell for new promos
Dell counts on Crow
July 12, 2005
Technology company Dell Inc. announced a significant marketing agreement with musician Sheryl Crow designed to promote home entertainment networks and educate consumers about new capabilities.
Crow will star in Dell television commercials nationwide, expected to begin airing next week. In these, she showcases all of the ways home technology products help her enjoy her upcoming single "Good Is Good" (A&M Records) any way she wants while simultaneously building interest for the song's August release.
The Grammy-winning artist also will be prominently featured in direct-mail catalogs, newspaper inserts, online and in other campaign materials.
Dell wants consumers to see how Media Center PCs can collect, manage and organize all types of entertainment from one centralized point of control. The $849 computer highlighted in the commercials comes with a TV tuner card built in, meaning it can replace a stand-alone DVR, and is shown connected to a 42-inch plasma TV.
"What we've seen with our customer is a growing number that have moved far beyond using their system for Internet access," Dell vp electronics and accessories Michael Farello said. "Larger portions are using their system to actively manage and manipulate and view digital content, so we want to make that more real and show what's possible."
The campaign will demonstrate how the networked home enables customers to listen to digital music; view or print photos; record and view TV programming; watch or edit videos; or play games. The initiative is being developed in conjunction with Intel Corp. and Microsoft Corp.
"Sheryl Crow is passionate about her music the same way Dell is passionate about helping customers get more out of technology in their lives," Farello said. "We like the fact that she uses technology quite a bit in her life as an artist and is known as an advocate for making music available digitally."
Farello said additional ideas involving Crow are being explored. These might include a partnership with Yahoo!'s MusicMatch digital music service or having Crow's music come preloaded on a Dell DJ portable music player.
"Technology has helped me with the writing and recording processes, and it's a great way to reach out to fans of my music," Crow said. "Dell's combining all these different technologies and making it really easy to enjoy them."
Crow will star in Dell television commercials nationwide, expected to begin airing next week. In these, she showcases all of the ways home technology products help her enjoy her upcoming single "Good Is Good" (A&M Records) any way she wants while simultaneously building interest for the song's August release.
The Grammy-winning artist also will be prominently featured in direct-mail catalogs, newspaper inserts, online and in other campaign materials.
Dell wants consumers to see how Media Center PCs can collect, manage and organize all types of entertainment from one centralized point of control. The $849 computer highlighted in the commercials comes with a TV tuner card built in, meaning it can replace a stand-alone DVR, and is shown connected to a 42-inch plasma TV.
"What we've seen with our customer is a growing number that have moved far beyond using their system for Internet access," Dell vp electronics and accessories Michael Farello said. "Larger portions are using their system to actively manage and manipulate and view digital content, so we want to make that more real and show what's possible."
The campaign will demonstrate how the networked home enables customers to listen to digital music; view or print photos; record and view TV programming; watch or edit videos; or play games. The initiative is being developed in conjunction with Intel Corp. and Microsoft Corp.
"Sheryl Crow is passionate about her music the same way Dell is passionate about helping customers get more out of technology in their lives," Farello said. "We like the fact that she uses technology quite a bit in her life as an artist and is known as an advocate for making music available digitally."
Farello said additional ideas involving Crow are being explored. These might include a partnership with Yahoo!'s MusicMatch digital music service or having Crow's music come preloaded on a Dell DJ portable music player.
"Technology has helped me with the writing and recording processes, and it's a great way to reach out to fans of my music," Crow said. "Dell's combining all these different technologies and making it really easy to enjoy them."
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