Intel: Unwrap the Ultrabook

Objective

Intel aimed to energize the launch of its new Ultrabook Convertible line during the holiday season. The campaign was positioned as a festive showcase of the device's capabilities to a tech-savvy audience interested in interactive experiences. The goal was to drive awareness and consideration for the Ultrabook as a transformative new computing category.

Solution

A browser-based interactive Christmas game where players unwrapped virtual gifts stacked under an Intel Christmas tree using hand gesture recognition via webcam, with touchscreen pinch controls and mouse clicks as fallbacks. The game featured stop-frame animation and festive design. Players could win an Intel Ultrabook Convertible by entering a prize draw after unwrapping gifts. The experience used Facebook API integration to personalize gifts with users' names and birthdays. The responsive site employed feature detection to switch between Flash and HTML5, adapting controls based on device capabilities—gesture recognition, touch, or mouse input.

Results

Not published.