Intel Corporation (NASDAQ:INTC) has collaborated with Australian electro DJ Flume to craft a robot band, which will be powered by tablet computers. The robot band is part of the Intelligent Sounds campaign that will be launching today in Australia. The initiative will also be launched globally to reflect the range of tablet devices powered by Intel processors, which includes the Samsung Galaxy.
Technology holds further potential
The campaign includes a video showing a ‘robot conductor’ called Felix. The ‘robot conductor’ guides the range of tablet devices to perform on a track created by Flume for the campaign. The track created by Flume contains a combination of analogue and digital sounds, including drum beats, horn instruments and a lighter flicking. All these beats are controlled by Intel Corporation (NASDAQ:INTC) powered tablets.
The musical technology holds the potential to become a part of Flume’s live shows, and there may be the possibility of involving the audience by allowing them to control parts using tablets. The campaign may also be taken as part of Intel’s sponsorship of Sydney’s Vivid festival next year, however, as of now there are no conclusive plans.
Intel plans to inspire young generations with such campaigns
Intel Corporation (NASDAQ:INTC) plans to share its initiative with other artists so that they can use it to create their own music content, and encourage them to share their created content with the brand. However, the main objective of Intel is to inspire users, primarily younger generations that use multiple devices and replace them frequently. Intel, as a part of its broader marketing strategy, wants such users to “look inside” their devices and recognize the brand that powers it. Recently, in the branded content category, Intel won the Cannes Lions Grand Prix, for its campaign, titled The Beauty Inside.
Apart from these initiatives, Intel has also worked along with Vice Media on numerous occasions. Such initiatives were mainly targeted towards creative and younger consumers, to make them realize that it is Intel’s technology that is helping them to create their art and music.
Intel Corporation (NASDAQ:INTC) Australia and New Zealand national marketing manager, Anna Torres told AdNews that Intel has different purposes for different products and different audiences. The executive added that in the PC segment, Intel is very well known, but in the tablet category “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.”