In 2012, Intel set out to introduce young people all over the world to the Ultrabook: a new category of personal computing devices featuring unparalleled responsiveness and battery life. To that end, VICE brought Intel together with some of today's most innovative brands and creative pioneers, including W Hotels, Levi's, David Blaine and Coke Zero, to create a series of amazing content and experiences with the Ultrabook at the heart of it all. Collectively, these collaborations make up The Ultrabook™ Experience, and through these initiatives we are advancing the next generation of filmmakers, inspiring creative learning worldwide, re-imagining the way people participate in global events and more.

We leaked a trailer online on September 24.

We secured embargoed exclusives with top-tier outlets: The New York Times broke the story on October 2, and a curtain-raiser segment aired on Live! With Kelly and Michael on October 5.

We hosted an international press conference on October 2: Blaine and an Intel executive demonstrated how the Ultrabook would control the performance.

We issued a global press release on October 2.

We issued a media alert to generate coverage of the October 5 launch.

We seeded photos, updates, and celebrity attendance details to press to continue coverage from October 5-8.

We activated global pop-up Ultrabook stations October 5-8 and generate additional media coverage in each market.

We issued a media alert on October 8 to capture coverage of Blaine emerging from the performance

We monitored press coverage and worked with outlets to credit Intel and the Ultrabook for controlling the performance.

We surpassed all of our goals for this program, which included video views across global platforms (Goal: 3.7 million, Actual: 10 million). We also earned more than 1.4 billion media impressions worldwide, making Electrified largest earned media campaign in Intel's history. Additionally, more than 400 million people engaged with or were exposed to Electrified on the worlds leading social networks.