Intel’s Ultrabook Race: Ultra Innovative On Social Media

About Intel's Ultrabook race where 4 challengers battle it out in 2 countries armed with an Ultrabook and their social network


The Ultrabook Race by Intel is a game of 4 Challengers fighting across 2 countries for $10,000 of prize money, armed with an Ultrabook and their social network.

How far can one go with just their social network, passport and an Ultrabook? Intel offers four challengers from across the world a chance to go on an adventurous journey all by themselves and compete with each other in real time, in a range of tasks with the help of their Ultrabook and social network. Apart from an experience of a lifetime, the winner also walks away with $10,000!

How the Ultrabook Race works?

The four Challengers - Mark Watson (USA), Leon Martins (Brazil), Anusha Dandekar (India) and Daniel Mananta (Indonesia) are an eclectic mix - Mark is a self-titled geek who  used to be a soldier, Leon is finishing his Master’s thesis in foreign languages and is passionate about video games, Anusha is a popular Indian actor and VJ and Daniel is the host of Indonesian Idol.

But the one thing that identifies them is - each has a massive fan following on Twitter with Daniel having the highest followers at 1.5 million. They have been battling it out in Russia and have now moved on to Australia. You can choose your favourite and help them win with your tweets.

As can be seen in the videos, they have had some pretty interesting challenges in Russia so far – right from finding the location of the Ultrabook with the help of clues and then another one for catching fish and cooking it with only a picture as the clue where they ask for help from their Twitter  followers. Do watch the above video for episode 2. Then there was the third challenge – locate the man with balloons to find their dancing costumes and the next clue – use the Ultrabook to learn to perform the Kalinka dance.

The Ultrabook Race Facebook app

One can catch the entire action on a beautiful app at the Intel India Facebook page and for live updates, they can follow the hashtag #UltrabookRace on Twitter. The  Challengers have been introduced with a short bio and a list of social networks they are present on. One can also watch the videos of the episodes and images of the challengers in action.

The Ultrabook Race

A section on the tab allows a user to explore the features of the Ultrabook. And right beside is a section where you can find Indian retailers for the Ultrabook. Below is an array of tweets containing #Ultrabook to the right of which are listed the social networks of Intel. There is a button to share this with Facebook friends too.

How cool is the Ultrabook Race?

The world has seen many a race. A foreign land coupled with foreign languages all added to the complexity of the tasks but the contestants relied on clues and help from locals. However, the Ultrabook Race adds the social element too and that has made all the difference.

Challengers are not alone. They can be anywhere in the globe and get help from anyone through their social network. Which is what Ultrabook wants to convey – You could do anything from anywhere in the world powered with an Ultrabook.

Bringing in the ‘social’ element and getting influencers on board seems to be the ‘in’ thing for campaigns with a global message. This tried and tested method works majorly when a brand needs to promote a new product. A few months back, Tata Nano and MTV had organised India’s first social road trip that saw 16 participants divided into 4 teams travelling 2500 kms in a span of 21 days.

The contestants had to post live updates on their social networks which would then be given weightage depending on the number of likes, comments and video views. The idea of judging the road trip on the basis of their social media engagement score added the social factor. It was a social road trip on the face but the real objective was to promote the Tata Nano brand in the youth.

Intel’s Ultrabook Race is also on similar lines and definitely better than traditional hard selling. The brand is milking the social capital of these youth influencers to take the brand message to their fan following in a fun and sporty manner.

A trend that I don’t think will stop but only evolve in the coming days. What do you think?