ATMEL PICK CAMPAIGN

Creative:  Atmel’s PICK campaign asked the design engineer to “PICK” Atmel products over Microchip's PIC product. The campaign design was graphical, and the typography headline captured a key attribute of Atmel's MCUs. 

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Audience: Design Engineer.

Goal: A cross-organizational campaign with a key goal to gain channel mindshare and a purpose to persuade design engineers to flip Microchip design to AVR and Atmel ARM-based MCUs, and to make it easier for Atmel distributors to sell Atmel’s 8 and 32-bit products.

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Campaign Components: Microsite, videos, brochures, data sheets, PR, social media nurture campaign, paid for clicks ads, launch kits, and a competitive cross-reference comparison guide. Content was pushed through all social media channels.

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Results: Within months, Atmel secured more than 12M in design registration on products highlighted in the campaign. More than $3000 in PICK Quick Start kits and 2500 cross-reference selector guides were shipped to distributors and customers.