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Intel goes flash mob style to pimp Ultrabooks

Intel uses a flash mob-style marketing campaign to spread the word about ultrabooks, but is it successful? Have a look.

Video screenshot by Bonnie Cha/CNET

What the hell is an ultrabook?

That's an excellent question that's been raised by CNET editor Scott Stein, among others, and one Intel is trying to answer, in part, by going out and performing some flash mob-style theatrics.

The Pop-up Theater is an Intel ad campaign where a team of 60 individuals descend upon various spots around Los Angeles to wow passersby and unassuming individuals with messages splayed across a digital wall of ultrabooks.

Such stunts include standing in front of the Grauman's Chinese Theater on Hollywood Blvd. to spell out "I heart Ultrabooks." In another example, the team brings a virtual crowd to a game of 3-on-3 basketball by displaying shots of cheering fans whenever someone scores.

Each clip ends with the message "Transform your everyday," and though admittedly fun and creative, it still doesn't answer the question of what an ultrabook is exactly. Also, there appears to be a little astroturf campaigning going on, as these ads found their way to the in-boxes of numerous CNET editors today through a Bangalore, India-based company hired by an anonymous supplier to poll technology experts on their sentiments about ultrabooks.

In the past, Intel said ultrabooks need to be cool, fast, and inexpensive to appeal to consumers. What are your thoughts on ultrabooks?