Intel has worked with Australian electro DJ Flume to create a robot band powered by tablet computers as part of a global initiative launching today.
The Intelligent Sounds campaign launches today in Australia and will roll out globally to highlight that a range of tablet devices including the Samsung Galaxy are now powered by Intel processors.
The activity includes a video featuring a 'robot conductor' called Felix who controls a range of tablet powered instrument to perform a track created by Flume for the project. It includes a mix of analogue and digitally created sounds like drum beats, horn instruments and a lighter flicking – all controlled by tablet interfaces.
There is potential for the technology to become part of Flume's live shows, and could be adapted to allow audience to participate and control parts of the show using tablets. It is also likely to be adopted as part of Intel’s sponsorship of Sydney's Vivid festival next year, but there are no specific plans in place.
Intel plans to make the software it developed for the initiative available open source so that other artists can adopt it to create their own music content and encourage artists to share their creations with the brand.
The tech brand's broader marketing strategy is to get consumers, particularly younger generations who have multiple devices and replace them frequently, to “look inside” their devices and what powers them. Earlier this summer Intel won the Cannes Lions Grand Prix in the branded content category for its The Beauty Inside campaign with Toshiba.
It has also worked closely with Vice Media on number of partnerships to target creative, younger consumers and demonstrate that it is Intel technology that helps them create their art and music.
Anna Torres, Intel Australia and New Zealand national marketing manager, told AdNews: “Intel has such different purposes for different products and different audiences, last week we were launching a new server and today it's this. Some things are a more B2B challenge but this is more an awareness challenge and we want consumers to be aware you can buy tablets that have Intel and we want people to consider that. In the PC and computer space where we're so well known, people already do that but in the tablet space people don't care so much, they are looking more for what they can do with [their device] so we're trying to get that across in a fun and engaging way without it being jarring message.”
Intel's messaging is not product based so beyond awareness raising projects such as Intelligent Sound, most of Intel’s marketing spend goes on partner marketing. It aims to make sure its tech partners like Samsung and retail partners like JB Hi-Fi are also making it part of their communications and making the products visible in store so there is the direct call to action as well as the awareness push.
The project was created by The Monkeys and production company Fitch.
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