Unwrap The Ultrabook
View the case- Brand
- Intel
- Objective
- Product Launch
- Industry
- Tech & Telecom
- Mechanic
- Mini-Games
- Platform
- Web
- Agency
- Specialmoves
Objective
Intel needed a distinctive holiday moment to launch the Ultrabook Convertible, and wanted the gift itself to demonstrate the product's twist-fold-flip versatility rather than just advertise it. Wrapping the promotion in a gift hunt also gave the brand a built-in reason for people to keep coming back and share it with friends.
Solution
A stop-motion titled sequence sets the scene, then drops the player in front of Intel's tree, stacked with wrapped presents. On a webcam-equipped computer, the player unwraps each gift by moving their own hands in front of the camera; on a tablet or phone, the same gifts open to a pinch, twist, or swipe, and the site quietly switches to whichever method the player's device supports, falling back to plain clicks if it has neither camera nor touch. Logging in with Facebook puts the player's and their friends' names on the gift tags and can tailor the pile to personal details like an upcoming birthday. The session ends when the player finally unwraps the box holding the Ultrabook Convertible itself, which enters them into a draw to win the device.
- 1
The player opens Intel's holiday site and watches a stop-motion Christmas intro before landing on the main scene.
- 2
The site detects the player's device and automatically assigns a control method: webcam gestures, touchscreen gestures, or mouse clicks, with no manual selection.
- 3
The core scene shows an Intel Christmas tree surrounded by piles of wrapped gifts waiting to be opened.
- 4
Connecting Facebook personalizes the pile of gifts with the player's name and friends' names, and can tailor selections to profile data such as upcoming birthdays.
- 5
The player unwraps a chosen gift using the assigned input: tearing motions read by the webcam, pinch/twist/push/pull gestures on a touchscreen, or simplified mouse clicks, with the wrapping paper responding realistically to each action.
- 6
The player keeps unwrapping gifts from the pile until finding the one hiding a new Intel Ultrabook Convertible.
- 7
Unwrapping the Ultrabook Convertible unlocks a final entry form, letting the player register for a chance to win the device.
