PUSH
- Brand
- Ultrabook
- Year
- 2012
- Objective
- Product Launch
- Industry
- Tech & Telecom
- Mechanic
- Other
- Platform
- Web
- Agency
- Dof Inc.
- With
- PARTY
- With
- BIRDMAN
Objective
Intel needed to put its new Ultrabook category on the map in Japan, and rather than run another spec-sheet ad it gave the launch campaign something to click on and share: a real laptop, up for grabs, on social media.
Solution
You land on the campaign site and sign in with Facebook or Twitter, and your name is instantly recast as a set of chunky 3D letter blocks. Those blocks drop onto a stage where an Ultrabook sits balanced at the edge, joining a pile of everyone else's blocks who are playing at the same time — you can see other players' icons and their social activity building up alongside yours. The game runs as one continuous, shared session: every new name that drops in nudges the pile a little further, and whoever's letters land the shove that finally tips the laptop off the stage wins that exact Ultrabook. A new one is then set up on the stage and the pile starts over from zero.
- 1
The player opens the campaign site to a live stream of a single shared stage, where a real Ultrabook laptop sits balanced at the edge as the prize to be won.
- 2
The player joins by logging in with Facebook or Twitter; there is no separate account, so play happens under the player's own social identity.
- 3
The player's name is rendered as chunky 3D letter blocks that act as coins, dropping onto the stage and feeding forward like a coin-pusher arcade machine, adding to a mass of letters that inches toward the laptop.
- 4
The stage runs in real time for everyone, showing other players' name-blocks and their social activity mixed into the pile, so it's visible whose letters are currently doing the pushing.
- 5
Sharing the game on social media earns the player extra bonus blocks, adding more weight to their push in the shared pile.
- 6
The round ends the moment the accumulated letters finally shove the Ultrabook off the stage; the player whose blocks land that final push keeps the laptop as the prize.
