Friday, March 16th 2012

Intel Tantalizes Consumers with 'Ultrabook Temptations'

What would you do for an Ultrabook computer? That’s the question Intel Corporation asks in Ultrabook Temptations, a series of six light-hearted experiments filmed in four cities across three countries and posted to YouTube today.

Sleek and stylish, Ultrabooks are a new category of computers inspired by Intel. They are the next generation of mobile computing -- thinner, lighter and more responsive than traditional laptops, yet just as powerful and secure.

"People are drawn to Ultrabooks. When you see one, you just want one," said Claudine Pache, digital marketing manager for Intel Australia and New Zealand. "We created the 'Ultrabook Temptations' to see just how far people would go to get their hands on one."

The six experiments, filmed in Australia, Indonesia and Thailand, set out to explore the depth of human emotions that surround these objects of desire. The experiments were "temptations" for consumers, encouraging them to go a little beyond their everyday comfort zone to earn the chance to become the proud owner of a sleek Ultrabook. The experiments were filmed spontaneously in an effort to introduce Ultrabooks and are available for viewing by an online audience.

In "Daring Temptation" for example, an Ultrabook is installed in a display case near a busy area with the simple instruction to "Smash Glass to Win Ultrabook" and a small hammer. Would commuters prove daring enough to smash the glass in public and claim the prize?

According to Jayant Murty, Intel’s Asia Pacific director of brand strategy and integrated marketing, "Beauty is in the eye of the beholder. Sometimes product stories are best told through the eyes of our prospective consumers. We hope that seeing the videos will stir up enough interest to go look for Ultrabooks at your nearest computer store."

The first Ultrabooks -- from brands such as Acer, Asus, Dell, HP, Lenovo, LG, Samsung and Toshiba -- are in stores now. By the end of the year, Intel expects more than 75 designs in market and that Ultrabooks will become mainstream devices.

The Ultrabook Temptations series can be seen at

Add your own comment

9 Comments on Intel Tantalizes Consumers with 'Ultrabook Temptations'

Cristian_25H said:
"People are drawn to Ultrabooks. When you see one, you just want one,"
Out of all the marketing statements I've ever heard I think this wins for most misinformed comment :laugh:
Posted on Reply
~Technological Technocrat~
"People are drawn to Ultrabooks. When you see one, you just want one,"

Yah, I want one....But i dont think the staff and also the on site security would like how I plan to get one....

Im seeing some of the new DELL & Samsung Ultrabooks come close to the £1000 mark.......

Its like that scene in Saving Private Ryan where Cpl Upham gets selected for the new squad

Cpl. Upham: "Can I bring my typewriter sir?"

Capt. Miller: *holds up a pencil*

Got a 11.6" HP DM1 - I dont need no £800-1000 9mm thick peice of aluminium with a screen to do what i need to do.
Posted on Reply
Well its not really about 'need'... more about want really.

And this will take alot of the market away from apple. Apple sells as many PC's due to their build quality as they do due to their marketing. Build quality in the PC laptop market is a joke before this came about.
Posted on Reply
Liquid Cool
Although, I don't see any industry wide discomfort - yet, I think the concern here is actually selling the 'ultrabook' concept to the public. I looked at several of these and felt they we're more than twice the price I'd pay for something along these lines. Some we're like the Apple products - quite ridiculous in price.

I ended up selecting an HP DM1z with the E-450 Fusion processor. They're going for $375 shipped. $400 for the new red version. Which looked pretty sweet, but $25 just for a different color? Not in my budget.

At half the price, they'll sell a few of these slimmed down laptops, but these really aren't a desktop replacement of any sort...they're toys for the rich and students/professionals on the go. I'm not understanding the pricing structure.

I'll agree with the OP, want's vs. needs for my bucks. I needed one...I didn't want to get shafted in the process.

Posted on Reply
i'd come back with a bigger hammer...
Posted on Reply
I can't go back to a portable w/o a touchscreen.
Posted on Reply
and it makes people get more and more consumptive
ultrabook is just new term that introduced to the market and make them thinking that its a brand new, cool, i must have it
Posted on Reply
That guy who just smashed the glass and left was hilarious

"Yeah I won the competition but didn't claim the prize. That's how I roll."
Posted on Reply
i just realised they got an ultrabook with no charger. lol.
Posted on Reply