????最近在拉斯維加斯舉行的消費電子展上，見證了高通公司（Qualcomm）開幕主旨發言的人都知道，這家手機芯片制造商正試圖在大眾市場獲得關注。不然，它何必請來卡通角色“大鳥”（ Big Bird）、諾貝爾和平獎得主德斯蒙德?圖圖大主教以及知名搖滾樂隊Maroon 5擔任嘉賓？原來，這只是高通努力提升品牌認知度的第一步。在新任首席營銷官阿南德?錢德拉塞克的帶領下，這家位于圣地亞哥的公司正展開營銷活動，旨在激起消費者對手機和平板電腦中那小小芯片的關心?；顒拥耐顿Y規模之大，前所未有。

????為此，高通推出了一系列“病毒視頻”，當然還有更多的傳統廣告。本周二，該公司發布了最新的在線視頻，據稱是為了展示移動技術讓人們的生活更美好。視頻描繪了一個貼了一系列海報的公交車站，海報上的說明文字有“有急事？”、“感到無聊？”等。每張海報上都印有一個網址。等車的上班族在手機中輸入該網址，就會激活一條相關的笑話。例如，一個留著胡子的年輕小伙在這個巴士站看到一張海報上寫著“全都看過了？”然后在自己手機中輸入了相應網址。過了一會兒，屏幕上一群愛斯基摩犬拉著帶輪子的雪橇一溜煙跑過。（繼續觀看的話，你還將看到一名小丑、一位手風琴師，還有一個踩著高蹺的哥們。）

????高通全球營銷高級總監莉雅?謝里夫表示，這段時長兩分鐘的短片中，所有鏡頭都是通過隱藏攝像機偷拍的——也就是說短片中等車的人都是真人，而不是職業演員。不過，盡管有些公司的“病毒視頻”營銷活動大獲成功，但通過YouTube傳遞真實和幽默感仍非易事，即便短片中出現的貓貓狗狗再多也無濟于事。高通的挑戰在于，雖然它的芯片驅動著全球眾多款最暢銷的手機和平板電腦，但它的品牌在普通消費者中沒太大影響力?！拔覀兪且患沂兄?,000億美元的公司，但卻鮮為人知?！痹谧罱牟稍L中，高通首席營銷官錢德拉塞克對《財富》（Fortune）記者如是說。

????錢德拉塞卡曾為高通的競爭對手英特爾（Inter）效力達25年之久。他在英特爾擔任過多個職位，加盟高通前，他是移動事業部負責人。錢德拉塞卡稱：“隨著移動技術成為計算機和消費電子業的焦點，移動半導體行業變成了眾矢之的?？纯茨切┯幸膺M軍這個行業的公司，許多都相當善于進行市場推廣。如果我們不通過營銷活動造勢，那就是犯傻。”

????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."