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Dell croons at youth hotspots to create buzz for Ultrabooks

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MusicAt a time when Ultrabooks have failed to make an impact, Dell, in an experiential marketing initiative has partnered with Intel to bring its Ultrabooks to the mainlines of music and the art of Deejaying.

Catering to the youth ‘My Ultrabook, My Music’ are 16 musical events brought together with electronic music DJs from across the world like Nikhil Chinapa, Pearl, Rohit Baker, Sultan & Ned Shepard in Mumbai, Delhi, Bangalore and Pune at youth hotspots like Blue Frog, Shroom, F Bar, Eclipse, Miami etc. the agency that the brand has partnered with to reach out to the youth is Aquila Experience (a division of Draft FCB Ulka).

According to a research firm, IHS iSuppli, in a report published in October, ultrabooks have “fallen short of expectations.” The company also cut its shipment forecast for the devices to 10.3 million units for 2102, less than half of the 22 million iSuppli earlier forecasted.

The gigs, as part of Dell’s marketing initiative showcased the capabilities of the computing devices as mixing stations were made available to the public to create their own mixes on the Ultrabook. The mixes were judged by an expert DJ and the best mixes of the day were given prizes as well as the top mix of the day was awarded with a Dell Inspiron Ultrabook.

Accordng to Gartner, the global IT research and advisory firm, the Indian PC Market grew by 17 per cent in the second quarter 2012 and Dell enjoyed a market share of 12.9 per cent topped by HP, Acer and Lenovo. IDC claims that in the Second quarter PC market shipment stood at 28.6 lakh units gaining 8.6 percent growth over the last quarter.

“What made the programme really unique was the selection of medium to showcase the product. While Liquor and tobacco brands are usually the flavour at Clubs, putting an Ultrabook experience zone was a fresh new addition and made the brand stand out in a high octane environment,” says Puneet Malhotra, General Manager, Aquila Experience a division of Draft FCB Ulka. He further adds that the experiential campaign places the product in the context of the audience’s lifespace. “Let’s him experience it at his own free will. Only then it becomes compelling for him to buy. By putting the Ultrabook in the right club environment and satiating a youth’s desire to create his own signature music, we made the right impact and hopefully we’ll see these efforts translate into sales,” says Malhotra.

A similar event was carried out by Intel where the Hybrid Convertible Ultrabooks were set up as Dj stations for consumers to perform and try their hand at mixing. Sandeep Aurora, Director Marketing, Intel South Asia in an earlier report told pitch that the event by Intel was experiential marketing at a BTL level, the touch and feel factor is showcased in a way where the students not only get the feel of the product and the technology but also enhance the skill-set using the product.

Not only Dell but many more OEMs have come forward to showcase their newly launched Ultrabooks, Hybrid and convertible devices. Intel believes that come 2013, the consumer will be spoiled by choice with the launch of many more devices across an array of OEMs.

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