Intel, Artists, Brands Team For 'Ultrabook Experience'
To showcase all that the latest generation of personal computers can accomplish, Intel is launching the “Ultrabook Experience,” a series of co-marketing ventures that brings well-known brands together with emerging and established artists, designers and entertainers.
“We’re going out and looking for the specific passion points around different lifestyles and showing what Ultrabooks can do, pulling together these different brands in order to celebrate what you can do with this technology,” Elizabeth Broers, Intel’s global director of co-marketing, tells Marketing Daily. “We came up with the idea with putting [these collaborations] together because we want to showcase the intersection of technology and passionate people doing what they love.”
The first Ultrabook Experience installment kicks off this week with the launch of “Four Stories,” a collaboration between Intel and W Hotels, offering aspiring filmmakers a platform to showcase their talents. During the month of August, filmmakers can upload an original screenplay (that highlights the mobile, 24/7 nature of travel) for a chance to get their screenplay produced and premiered in global settings.
The entries will be judged by a panel of industry leaders and artists that include filmmaker Roman Coppola, Intel chief marketing officer Deborah Conrad and W Hotels music director Michaelangelo L’Acqua. The two major requirements are that the story must take place in a W Hotel, and that an Ultrabook must play a role in the script, Broers says. “We’re keeping it pretty open because we really do want to enable really great storytelling,” she says.
Three winning screenplays will be turned into 10-minute short films by Coppola and The Directors Bureau. Coppola will write and direct a fourth film to complete the series. The four films will receive red carpet premieres in W Hotels around the world and shown on Web sites representing The Ultrabook Experience, W Hotels and in the hotels’ in-room entertainment channel.
Upcoming Ultrabook Experience projects will include well-known brands from the worlds of fashion (such as Levi’s) and art, Broers says.