The media strategy was to establish relevance for Ultrabook among Youth, using music as the platform, even before the actual brand campaign launch. Partnering with MTV Sound Trippin, an innovative 1st of its kind music driven youth show hosted by upcoming music director, Sneha Khanwalkar. The show format providing multiple engagement avenues.

Apart from title branding, customized vignettes were created and aired to amplify the brand association on TV. In-program Ultrabook integration as a moving Music Studio of the host showcased throughout the show. YouTube, along with an exclusive branded microsite hosted behind the scene footages, wallpapers, sounds & screensavers for download. We also created a Customized Music Mixing App enabling audience to create their own music, along with Social & PR coverage to amplify audience connect.

Sound trippin was strongly attributed with Ultrabook & Intel as evident in social media word cloud. We gained an enormous reach of 3.4Mn+ across TV & YouTube. We got more than 100,000 FB comments and more than 1300 tweets. The Music mixer app was successful in pulling off more than a 100,000 engaged users who attempted to create their own music.