Intel sought to persuade consumers to buy laptops containing the latest Intel Centrino processor technology. Capitalising on the importance of product reviews, Intel used in-text advertising to highlight words such as 'Dell Latitude' or 'Sony Vaio' and deliver a related product review within relevant content.Focusing on laptop review related articles, Intel was able to intercept and engage users during their buying decision-making process. The campaign achieved average CTR's of 5% and this ongoing success has led Intel to substantially increase their spend on Vibrant in-text in the past 3 months.