In an attempt to spread awareness about their new segment, Intel is taking Ultrabooks to the streets, literally! The company is using 60 Ultrabooks, all synchronized in a flash mob to create one giant human billboard for a series of events titled, Pop-Up theatre. The events are currently being filmed around famous Los Angeles landmarks and will probably come over to other cities, as well. The light-hearted campaign is designed to introduce Ultrabooks, a new category of computers, inspired by Intel as a thinner, lighter and more responsive solution than traditional laptops and more powerful and secure than tablets.

Synchronised marketing!

Synchronised marketing!

Intel has released a bunch of short videos, an entire compilation of which you can watch in one go below. The Ultrabooks used in these videos were the Asus ZENBOOK UX31E and the video starts off with all of them being booted followed by the flash mob gathering around different locations in New York. The billboard messages are formed by all the members of the flash mob holding out the Ultrabooks together, so that appears as one giant screen on to which we have pre-programmed messages. This marketing attempt from Intel is a fun way of getting the message across without having to bombard him with technical jargon. 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.” If this is a success, then we could expect flash mobs to spring out in other countries as well.

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