1. ADV 892
Denise (Lingzi) Xia

2.  Founded in 1984
 Austin,Texas, US
 Product Portfolio
 Began using social media in 2006

3.  Challenges:
 Moderate Brand Preference
 Remaining stagnant consumer PC business
 It’s Current Goal---Rebranding
 the most loved brand
 a more consumer-centric company
*Have already launched ads campaign

4. Plan
Holding online contest “I Love Dell”
Objective:
leverage Dell’s previous successful use of
social media for its rebranding goal
Promote its new image while
building brand preference by
holding the contest.
The engagement of its online
fans can further help Dell to
promote its new image to
potential customers.

6. For Dell •Contest Description
•Announcement of the Contest
•Sharing itsYouTubeVisual Description of the Contest
•Sharing participants’ articles or links for the contest
ForTarget
Audiences
•Answering the contest questions by writing short articles on
Facebook
•Promoting their own articles on Facebook to earn as much
“like” as they can.
•Promoting their video on Facebook if the questions are
answered via vide-form

7. For Dell •Announcement of the Contest (with links back to the
descriptions of the contest both on Facebook home page and
itsYouTube)
•Retweeting Participants’Tweet-form answer for the Contest
ForTarget
Audiences
•Providing their answer within 140 characters with #ILoveDell
•Promoting their other form of answer viaTwitter with
#IloveDell if the questions are answered on Facebook or
Youtube.

8. For Dell •Creating a group onYouTube that allows participants
to upload their video-form answer
•Visual Description of the Contest
ForTarget
Audiences
• Giving the answer by shooting a video no longer than 1
minutes and 30 seconds, and uploading it onto the Contest
YouTube group

9. DELL