Challenge

When Ultrabooks came out in the marketplace, Intel wanted to make a big splash with the announcement of this new and exciting category. How can we do this online and reach an audience that is primarily hip tech trendsetters?

Solution

By leveraging the starpower of recording artist and Intel's Director of Creative Innovation Will.i.am, we created an interactive music-oriented online experience that follows him on a 12 month - 12 city tour, as he creates exclusive songs using his Intel-powered Ultrabook. Throughout his city tours, the sights, sounds, and stories that inspire his music are shared with fans, who can then gain insights on both his creative process, and his unique relationship with technology.