Ramsey: The Q and football all in the same release.
Company Press Release
SOURCE: QUALCOMM Incorporated
QUALCOMM to Air Super Bowl Commercials; QUALCOMM
Leverages Super Bowl XXXII Worldwide Audience
SAN DIEGO, Jan. 15 /PRNewswire/ -- Innovative wireless phone manufacturer QUALCOMM Incorporated (Nasdaq:
QCOM - news) today announced new brand advertising to debut during Super Bowl XXXII. As a cornerstone of its
marketing efforts surrounding the Super Bowl, to be played at QUALCOMM Stadium on January 25, 1998, the
Company is advertising during Super Bowl programming on NBC. QUALCOMM's new television commercial will air
prior to game kickoff, as well as in the second half.
QUALCOMM, founded and headquartered in San Diego, paid $18 million in 1997 for naming rights to QUALCOMM
Stadium in San Diego, making this the first Super Bowl to be held in a stadium bearing a corporate name.
''We're utilizing the most-watched network television broadcast of the year to launch our new advertising campaign and
wireless phone brand,'' stated Jeffrey K. Belk, vice president of marketing of QUALCOMM's Subscriber Products
Division. ''The confluence of QUALCOMM Stadium hosting the game and our ability to showcase our brand during the
Super Bowl broadcast enhances QUALCOMM's position as the company leading the revolution in digital wireless
technology.''
Last summer, QUALCOMM made its first foray into television advertising and quickly won creative awards from the
telecommunications industry. The commercials were designed to build brand awareness and promote QUALCOMM's
wireless phones based on its patented CDMA digital technology. The first two dramatic, black and white spots focused
on the features of QUALCOMM's palm- sized Q(TM) phone including paging, voice mail alert, access to wireless data
and Internet information, and anti-eavesdropping technology.
The new Super Bowl XXXII commercial continues to build on this theme, but on a more epic scale. In this cinematic
spot, the protagonist, again in possession of his sleek QUALCOMM Q phone, is in a hotel room in an unidentified
country. A series of unsettling events lead him to his balcony, where he is amazed to find an entire populace apparently
cheering for his phone. The creative was developed by the ad agency for QUALCOMM's Subscriber Products Division,
DGWB Advertising of Irvine, California.
''QUALCOMM's campaign continues to distinguish them from the more traditional wireless phone manufacturers, like
Motorola, Ericsson, and Nokia,'' said Mike Weisman, DGWB partner. ''It's exciting to work with a client who
understands the importance of bold, distinctive creative as a means to build an enduring brand identity.''
QUALCOMM will be following the Super Bowl with network and cable advertising throughout the month of February.
The campaign includes a range of national daily print, weekly and monthly business publications, as well as selected
lifestyle publications.
While the QUALCOMM brand name is still gaining recognition with the general public, it is not new to
telecommunications industry insiders. As the primary developer of CDMA telecommunications technology and a leading
manufacturer of CDMA products and services, QUALCOMM has driven the design, development and global
standardization of CDMA digital wireless technology. Today, QUALCOMM's CDMA technology and phone products
are used by wireless service providers and consumers nationwide, and around the world.
Headquartered in San Diego, QUALCOMM develops, manufactures, markets, licenses, and operates advanced
communications systems and products based on its proprietary digital wireless technologies. The Company's primary
product areas are CDMA wireless communications systems and products, the OmniTRACS(R) system (a geostationary
satellite-based, mobile communications system providing two-way data and position reporting services) and, in
conjunction with others, the development of the Globalstar(TM) low-earth-orbit (LEO) satellite communications system.
Other Company products include the Eudora Pro(TM) electronic mail software, ASIC products, and communications
equipment and systems for government and commercial customers worldwide. For more information on QUALCOMM
products and technologies, please visit the Company's web site at qualcomm.com or call (800) 349-4188.
QUALCOMM, OmniTRACS and Eudora are registered trademarks and Eudora Pro and the Q logo are trademarks of
QUALCOMM Incorporated. Globalstar is a trademark of Loral QUALCOMM Satellite Services, Incorporated.
SOURCE: QUALCOMM Incorporated
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