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AMD trains secret agents

by Stuart Wilson, Friday 25 April 2008

Components giant AMD has invited channel partner employees to become a ’secret agent whose task is to thwart the evil Zed’s plans for world domination’. No it’s not the latest development in AMD’s ongoing market share battle with fierce rival Intel. It’s actually a bespoke pan-European partner engagement programme created by Total Marketing Network (TMN), which combines multi-lingual game-based learning for channel partner employees.

TMN has utilised AMD’s sponsorship of the Ferrari formula one team, to create ‘Mission: AMD’, the game-based learning system built around predictions of Ferrari’s performance at each formula one grand prix. Employees of AMD’s Channel, Retail, OEM and AIB partners are invited to take part, predicting how Ferrari drivers will perform in this year’s grand prix, to become this year’s ‘supreme racer’.

Participants earn points through timed AMD training activities as well as the accuracy of their Ferrari predictions, with top performers qualifying for some fantastic prizes including a VIP trip for two to a 2009 European Grand Prix.

Richard Baker, marketing director at AMD Europe, commented, “Last year’s fantasy racing incentive was a very successful initiative for AMD. Building on that success, we asked TMN to produce ideas to creatively support our on-going communications with our partners. Combining Ferrari F1 activities and AMD game-based training has enabled us to do that in a fun and effective way.”

Denise Pritchard, managing director at TMN, added: “We have devised a James Bond’esque character which has a series of missions to complete. This has emphasised the fun dimension to the programme.”

“We have combined our experience in channel marketing with our ability to deliver innovative, technical solutions which can be tailored to clients’ specific needs. Whether they are immediate or long-term strategic projects, once clients begin to use our motivational solutions, they come back to us again and again,” Pritchard explained.

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