Advertiser: INTEL
Agency: VICE MEDIA
Category: Copywriting
Senior Designer: Annie Rosen (Vice Media)
Account Manager: Barnett Zitron (Vice Media)
Junior Project Manager: Chassey Reyes (Vice Media)
Account Director/Communications: Fay Sliger (Vice Media)
Account Director: Kim Persse (Vice Media)
Executive Creative Director : Danny Gabai (Vice Media)
Global Co-Marketing Manager: Melissa Beers (Intel)
General Manager: Hosi Simon (Vice Media)
Global Co-Marketing Manager: Kari Lemiere (Intel)
Director Of Experiential Marketing: Ross McGraw (Vice Media)
Chief Strategic Officer: Spencer Baim (Vice Media)
Chief Creative Officer: Eddy Moretti (Vice Media)
Global Director Of Co-Marketing: Elizabeth Broers (Intel)
Vice President Of Sales/Marketing Group/Director Of Partner Marketing: Johan Jervoe (Intel)
Global Co-Marketing Manager: Rob Rollinger (Intel)
Global Activation Director: Jonathan Hunt (Vice Media)
Associate Activation Director: Kareem Ahmed (Vice Media)
Senior Art Director: Matt Schoen (Vice Media)
Executive Creative Director: Thalia Mavros (Vice Media)
Project Manager: Tyler McCauley (Vice Media)
Effectiveness
The Ultrabook Experience earned massive engagement and media coverage this year, and we exceeded our goals. - More than 100 thousand people attended our events.- We achieved more than 30 million videos view of our content.- More than 1 billion people engaged with or were exposed to The Ultrabook Experience on today's leading social networks.- We captivated the media with more than 2 billion earned media impressions from some of today's leading outlets.
Campaign Description
In 2012, Intel set out to introduce young people all over the world to the Ultrabook: a new category of personal computing devices featuring unparalleled responsiveness and battery life. To that end, VICE brought Intel together with some of today's most innovative brands and creative pioneers, including W Hotels, Levi's, David Blaine and Coke Zero, to create a series of amazing content and experiences with the Ultrabook at the heart of it all. Collectively, these collaborations make up The Ultrabook™ Experience, and through these initiatives we are advancing the next generation of filmmakers, inspiring creative learning worldwide, re-imagining the way people participate in global events and more.
Implementation
With W Hotels, Intel helped advance a new generation of filmmakers with Four Stories: a short film competition and series inspired by (and featuring) the Ultrabook and W Hotels destinations. Oscar-nominated screenwriter and director, Roman Coppola and his production company, The Directors Bureau, oversaw this program as well. With Levi's, Intel helped inspire creative learning through "Friends of…" Stars designed t-shirts to benefit educational non-profits, and shared their creative processes through in-store Ultrabook displays and digital resources. With David Blaine, Intel helped re-imagine the way people interact with global events with Electrified: One Million Volts, Always On. For three days, the illusionist stood without sleep in a massive globe surrounded by seven Tesla coils – all controlled by the Ultrabook.With Coke Zero, Intel helped young Brazilians share their passions through a social application and traveling Ultrabook lounges with a program called Descubra o Melhor em Voce.