Ultrabook Pop-Up Theater Takes Inspiration To The Streets

By siliconindia  |  Saturday, 18 February 2012, 01:17 IST

Bangalore: Intel is taking its Ultrabook message to the streets, literally, using 60 of the new ultra-thin, ultra-responsive and ultra-secure computing devices in a flash mob to create a giant mobile human billboard.

The company has launched a series of videos on YouTube featuring the Ultrabook Pop-Up Theater and events filmed in and around Los Angeles landmarks. The screen of the ‘theater’ is composed of 60 synchronized and choreographed Ultrabook computers.

The light-hearted campaign is designed to introduce Ultrabooks, a new category of computers inspired by Intel. The next generation in mobile computing, Ultrabooks are thinner, lighter and more responsive than traditional laptops and more powerful and secure than tablets.

The first Ultrabooks from brands like Acer, Asus, Dell, HP, Lenovo, LG, Samsung and Toshiba are in stores now. Intel expects more than 75 designs to be available or in development in 2012 and that Ultrabooks will become mainstream devices by the end of the year.

According to Jayant Murty, Intel’s Asia Pacific director of brand strategy and integrated marketing: “We wanted to launch Ultrabook to the world in a fun and unexpected way. Ultrabook Pop-Up Theater showcases the nature of these great new devices and demonstrates how they can inspire and delight us during everyday moments.

Stephanie Gan, manager of advertising and digital programs manager for Intel Asia Pacific, said the campaign involved collaboration between creative and technology experts, as well as an energetic team of 60 young men and women, who helped bring Pop-Up Theater to life.“We took Ultrabook™ Pop-Up Theater to more than 10 locations in three days---including the famous Chinese Theater, Venice Beach and downtown---entertaining and engaging with crowds as it unfolded. We hope many more people will enjoy it on-line.”

Overall creative direction and concept for the Pop-Up Theater video project was managed by PARTY, working closely with dof Inc., from production through editing.