Push for Ultrabook™

Objective

Intel Ultrabook launched this interactive campaign to promote its thin laptop category in Japan in late 2012. The objective was to drive brand awareness and social engagement by creating a shareable, entertaining game experience that leveraged social login and real-time social integration.

Solution

Push for Ultrabook was a livestreamed interactive game where players converted their names into 3D alphabetical blocks via Facebook or Twitter login. A robotic arm arranged these blocks in real-time and attempted to push an Ultrabook laptop off a stage. The game featured real-time projection of player icons, social activity (Likes, tweets, comments), and bonus heart-shaped blocks when players shared the experience. The player whose blocks delivered the final push to topple the Ultrabook won an actual Ultrabook device. The experience ran continuously over three weeks.

Results

Not published.