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.
Did anyone find Pando’s $10,000 that Jimmy buried when he went for a swim.
Oh, I forgot. Those kids did.
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Dom – that is gold.
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Great promo by Intel, nice to see them thinking ‘outside the square’ and especially ‘outside the chip’ in going for the mainstream laptop buyers instead of the propeller-heads!
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Um when did intel ever go for the propeller heads? They’ve always done the exact opposite. I mean common, they have people in bunny suits disco dancing. And how about thecreatorsproject.com. They’re one of my favorite brands (and I don’t work there or at monkeys).
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Stunts suck. Please stop doing them. Everyone. Take a good hard look at yourselves. No more.
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