Intel buries computers in the sand at Bondi Beach

Intel has launched a series of stunts to mark the launch of its new Ultrabook product, which is being marketed as a thinner, lighter, more responsive processor than in traditional laptops.

One activation on Bondi Beach involved a treasure hunt where people were invited to search for the Ultrabook using metal detectors and dig it up from the sand.

Another stunt, in Fed Square in Melbourne, was about persuading enough people to sit on a see-saw so they could reach a key to unlock a box containing an Ultrabook.

Claudine Pache, digital marketing manager for Intel Australia and New Zealand, said: “People are drawn to Ultrabooks. When you see one, you just want one. We created the ‘Ultrabook Temptations’ to see just how far people would go to get their hands on an Ultrabook.”

Other activations are running in Jakarta and Bangkok.

The agency behind the Australian activations was The Monkeys. Press, retail, radio and co-marketing with other computer manufacturers will run in support.

TV ads will break in April.


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