The Brief

The Nebuta, one of the three major festivals in Japan, is a traditional festival which has been ongoing for over 300 years in Aomori, Tohoku. 'intel Ultrabook™' participated in the festival to serve as the driving force with their technological capabilities and spirit of innovation to change the once damaged Aomori to a new Aomori.

Describe how the promotion developed from concept to implementation

To create an hyper experience with people of Tohoku by uniting the tradition and heritage of Tohoku with the innovative technology of intel: The Nebuta Festival × Ultrabook™ = Hyper Nebuta By live stream broadcasting, it makes the target user's excitement.

Describe the success of the promotion with both client and consumer including some quantifiable results

This project received a lot of media coverage as an innovative approach. In addition, during the live stream broadcasting, the user's excitement was even equal to that of the actual place. The # of page views was more than twice as usual and live comments on the screen were even four times larger. And marked the beginning of new history for Hyper Aomori.

Explain why the method of promotion was most relevant to the product or service

Covered and illuminated with LED lights, Hyper Nebuta is controlled by just one Ultrabook™. The viewers are able to participate online. When they upload their face images, they are converted into portraits with KABUKI taste. Then the portraits are projected onto Nebuta one after the other. Messages posted by the viewers to cheer up the recovery, also appears on the body of Nebuta.