????最近在拉斯維加斯舉行的消費(fèi)電子展上，見證了高通公司（Qualcomm）開幕主旨發(fā)言的人都知道，這家手機(jī)芯片制造商正試圖在大眾市場(chǎng)獲得關(guān)注。不然，它何必請(qǐng)來(lái)卡通角色“大鳥”（ Big Bird）、諾貝爾和平獎(jiǎng)得主德斯蒙德?圖圖大主教以及知名搖滾樂隊(duì)Maroon 5擔(dān)任嘉賓？原來(lái)，這只是高通努力提升品牌認(rèn)知度的第一步。在新任首席營(yíng)銷官阿南德?錢德拉塞克的帶領(lǐng)下，這家位于圣地亞哥的公司正展開營(yíng)銷活動(dòng)，旨在激起消費(fèi)者對(duì)手機(jī)和平板電腦中那小小芯片的關(guān)心?；顒?dòng)的投資規(guī)模之大，前所未有。

????為此，高通推出了一系列“病毒視頻”，當(dāng)然還有更多的傳統(tǒng)廣告。本周二，該公司發(fā)布了最新的在線視頻，據(jù)稱是為了展示移動(dòng)技術(shù)讓人們的生活更美好。視頻描繪了一個(gè)貼了一系列海報(bào)的公交車站，海報(bào)上的說(shuō)明文字有“有急事？”、“感到無(wú)聊？”等。每張海報(bào)上都印有一個(gè)網(wǎng)址。等車的上班族在手機(jī)中輸入該網(wǎng)址，就會(huì)激活一條相關(guān)的笑話。例如，一個(gè)留著胡子的年輕小伙在這個(gè)巴士站看到一張海報(bào)上寫著“全都看過了？”然后在自己手機(jī)中輸入了相應(yīng)網(wǎng)址。過了一會(huì)兒，屏幕上一群愛斯基摩犬拉著帶輪子的雪橇一溜煙跑過。（繼續(xù)觀看的話，你還將看到一名小丑、一位手風(fēng)琴師，還有一個(gè)踩著高蹺的哥們。）

????高通全球營(yíng)銷高級(jí)總監(jiān)莉雅?謝里夫表示，這段時(shí)長(zhǎng)兩分鐘的短片中，所有鏡頭都是通過隱藏?cái)z像機(jī)偷拍的——也就是說(shuō)短片中等車的人都是真人，而不是職業(yè)演員。不過，盡管有些公司的“病毒視頻”營(yíng)銷活動(dòng)大獲成功，但通過YouTube傳遞真實(shí)和幽默感仍非易事，即便短片中出現(xiàn)的貓貓狗狗再多也無(wú)濟(jì)于事。高通的挑戰(zhàn)在于，雖然它的芯片驅(qū)動(dòng)著全球眾多款最暢銷的手機(jī)和平板電腦，但它的品牌在普通消費(fèi)者中沒太大影響力?！拔覀兪且患沂兄?,000億美元的公司，但卻鮮為人知。”在最近的采訪中，高通首席營(yíng)銷官錢德拉塞克對(duì)《財(cái)富》（Fortune）記者如是說(shuō)。

????錢德拉塞卡曾為高通的競(jìng)爭(zhēng)對(duì)手英特爾（Inter）效力達(dá)25年之久。他在英特爾擔(dān)任過多個(gè)職位，加盟高通前，他是移動(dòng)事業(yè)部負(fù)責(zé)人。錢德拉塞卡稱：“隨著移動(dòng)技術(shù)成為計(jì)算機(jī)和消費(fèi)電子業(yè)的焦點(diǎn)，移動(dòng)半導(dǎo)體行業(yè)變成了眾矢之的?？纯茨切┯幸膺M(jìn)軍這個(gè)行業(yè)的公司，許多都相當(dāng)善于進(jìn)行市場(chǎng)推廣。如果我們不通過營(yíng)銷活動(dòng)造勢(shì)，那就是犯傻?！?/p>

????Anyone who witnessed Qualcomm's opening keynote at the recent Consumer Electronics Show in Las Vegas knows that the mobile chipmaker is trying to get some mass market attention. What else could explain guest appearances by Big Bird, Archbishop Desmond Tutu andMaroon 5? Turns out, that was just Qualcomm's opening gambit in a major effort to become more widely recognized. Under the direction of its new CMO, Anand Chandrasekher, the San Diego-based company is spending more than ever on a marketing campaign that aims to get consumers to finally care about the teeny-tiny chips inside of their phones and tablets.

????Qualcomm (QCOM) hopes to achieve this goal through a series of viral videos -- and, of course, more traditional ads like this one. On Tuesday the company is releasing its latest online video, which it says is supposed to show how mobility makes users' lives better. The video depicts a bus stop that has been outfitted with a series of posters, with captions like "IN A HURRY?" and "BORED?" Each poster features a URL. When commuters waiting for the bus tap the URL into their phones, it activates a related gag. For example, a young bearded guy at the bus stop sees a poster that says "SEEN IT ALL?" and enters the corresponding URL into his phone. Moments later, a pack of huskies trot by pulling a sled on wheels. (Keep watching, and you'll also see a clown, an accordionist, and a dude on stilts.)

????Qualcomm's senior director of global marketing, Liya Sharif, says all of the shots in the two-minute-long clip were candid and taken from hidden cameras -- meaning that the commuters in the video were real-life people waiting for the bus, not actors. But despite the massive success some companies have had with viral video campaigns, coming across as authentic and humorous via YouTube (GOOG) is no slam dunk, no matter how many cats are involved. Qualcomm's challenge is that, while its chips power many of the world's top-selling phones and tablets, its brand doesn't have much clout among everyday consumers. "We're a $100 billion company that's almost unheard of," CMO Chandrasekher told Fortune in a recent interview.

????Chandrasekher spent about 25 years at rival Intel (INTC). He held many positions while at the company, but his most recent gig was running Intel's mobile group. "As mobility has become the center of the computing industry and the consumer electronics industry, there's a fairly big target on the mobile semiconductor space," he says. "And as you look at the companies interested in making inroads into that space, many of those companies are reasonably sophisticated from a marketing standpoint -- it would be silly for us to ignore what marketing can do."