Intel gets dramatic in a pop-up theatre

INTEL   PRODUCT ROLL OUT  YOUTUBE

Global - Ever spotted a pop-up theatre made of laptops? Well, Intel has created one to spread the word about its latest Ultrabook computers, with the video now gone viral.

The campaign promotes Intel's new category of "ultra-thin, ultra-responsive and ultra-secure" Ultrabook for which it put together 60 such computers, synchronising and choreographing all of them to display different messages.

The videos were filmed at some 10 key locations in Los Angeles which included Chinese Theater and Venice Beach.

People's reactions to the display was then recorded and the videos made live yesterday. The videos will continue to air throughout the year as the product rolls out in different markets, giving Intel a reach to the web audience globally.

The creative conceptualisation of the project was managed by Japan based agency Party along with production house dof Inc.

According to Jayant Murty, director, brand strategy and integrated marketing, Intel Asia Pacific, Intel is expecting more than 75 designs of the product and hopes the Ultrabook will become a mainstream devices by the end of the year.

"Ultrabook Pop-Up Theater is designed to bring the cool, mobile entertainment features of the Ultrabook to life. As such, this campaign is designed to appeal to a youthful, trendy and vibrant audience who are closely connected to each other via their mobile devices, the Internet and social media."

Some of Intel's previous video and YouTube campaign's for last year includes the Visual Life film series, The Chase and The Escape.

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