Dive Brief: 

• Qualcomm is attempting a move from a B2B brand to a consumer brand. 
• The transition is meant to get the attention of early adopters of smartphones and gadgets who, Qualcomm believes, still care about the technology in their devices. 
• The campaign includes branded tech blogs, native ads, a smartwatch, Facebook campaigns, appearances in blockbuster sci-fi films, a deal with Major League Baseball to enhance smartphone connectivity in ballparks  and its first major video-advertising campaign, which ran during the 2013 NBA Finals. 

Dive Insight: 

Increasingly, B2B brands are utilizing marketing avenues previously reserved for consumer brands. What is a bit different is Qualcomm's aspirations of actually transitioning to a consumer brand in the way that Intel is thought of in conjunction with PCs. The brand is basing this campaign on the idea that many early adopters care about what's in their devices, but consumer buying habits doesn't necessarily reflect that.