Finger Bootcamp
- Brand
- Intel
- Year
- 2014
- Objective
- Awareness
- Industry
- Tech & Telecom
- Mechanic
- Mini-Games
- Platform
- Web
- Agency
- PARTY
- With
- North Kingdom
Objective
Intel needed to sell the speed of its tablet chips to people who don't read spec sheets — so instead of pitching processor numbers, it turned "fast" into something a shopper could feel with their own hands. Finger Bootcamp reframed touchscreen responsiveness as physical training, giving markets a reason to get people from browser to demo table: in Pakistan the campaign was paired with device demos at university campuses.
Solution
Bootcamp.intel.com opens onto five short training games, each built around one touch gesture dressed up as a sport: flick to throw boxing punches, circle a finger to pedal a stationary bike, swipe to paddle a canoe, drag to lift a barbell, and tap as fast as you can to pump up a tire. None of the games respond to a mouse — they only read touch, so playing at all means finishing on a tablet or touch phone. Each round ends in a score, and in markets running the competition layer, that score feeds a leaderboard: score fast and high enough in a session and you're in the running for a prize.
Results
In Pakistan, a two-week scoring competition tied to the games gave tablets to the two top-scoring players each week — four tablets awarded in total — run alongside in-person device demos at university campuses.
- 1
The player arrives at bootcamp.intel.com, a promo site framed as a training camp for fingers, built to demonstrate that Intel-powered touch devices respond as fast as a trained hand can move. The games only launch on a touchscreen, so a tablet or touch phone is required to play at all — a desktop visitor cannot enter.
- 2
The player picks one of five short disciplines, each built around a single touch gesture: Flick Boxing, Spin the Bike, Swipe Canoeing, Drag Weight Lifting, and Tap the Tire.
- 3
In Flick Boxing, short sharp flicks of the finger trigger the boxer's punches.
- 4
In Spin the Bike, the player traces circular motions with a finger to spin the bike's wheel.
- 5
In Swipe Canoeing, swiping strokes move the canoe forward.
- 6
In Drag Weight Lifting, dragging a finger across the screen lifts the weightlifter's barbell.
- 7
In Tap the Tire, rapid repeated tapping is clocked against a car tire.
- 8
Each game scores the player on speed and height of performance; in the Pakistan market these scores determined weekly contest winners.
- 9
Offline, Intel set up the same five games on devices at Pakistani university campuses, inviting students to play in person.
