Intel Corp. has inked a new partnership with the Pitchfork Music Festival to promote its seven-month-old Ultrabook computer.

The Ultrabook represents new territory for Intel, both in terms of a new type of product and a new target audience. The device is the company’s first co-branded computer and its first product targeted at young adult consumers.

Intel owns the design specifications for Ultrabook, while Dell Inc., Lenovo Group Ltd. and other original equipment manufacturers build the device. The computer is branded “Ultrabook inspired by Intel.”

“We have an end-user product that we can market and sell to an audience that embraces technology. That deviates from the past, when we marketed Intel as an ingredient within end-user devices,” said David Veneski, Intel’s U.S. media director, Americas marketing group.

The Ultrabook features a thin design, responsive wake-up time and an extended battery life for on-the-go consumers, he said.

“It’s a beautiful piece of equipment that is attractive to the youth audience.”

Intel is using music as one of four pillars of Ultrabook’s umbrella marketing campaign. The other pillars: gaming, fashion and sports. The campaign includes a heavy mix of digital media including tie-ins with Pandora.com and Turntable.fm.

The technology giant is marketing the product to 18-to-24-year-olds from a creative perspective and 18-to-34-year-olds from a media buying perspective, said Veneski.

Intel aligned with the Chicago music fest to reach two audience segments: music lovers and gamers. The company is activating the partnership with an integrated marketing platform that includes both online and on-site assets.

On the digital front, Intel has forged ties to five independent video game developers, each of whom has created a game based on the music of one of their favorite artists. The games reside on SoundPlay.Pitchfork.com.

“These are developers that work outside the big studio publishers. They do incredible work on their own and independently,” said Matt Frampton, Pitchfork Media, Inc.’s vice president of sales.

Intel will bring the games to life with the Pitchfork SoundPlay Arcade, an area at the July 13-15 festival where consumers can play the games on the Ultrabook. The computers will be housed in old-school arcade kiosks. 

“Intel is all about creating experiences that exhibit the power of our technology within the passion points of our audience,” said Veneski.

The tie also affords a presence in New York City. Intel in September will host Game Jam, a PR-driven event around which four teams of video game developers will create a game within a 48-hour period. Intel will host the event at an art gallery or other unique space, with a public party at the conclusion of the event.  

Pitchfork will capture content from the event to create a mini-documentary for Pitchfork TV, said Frampton.  

OMD spearheaded the Pitchfork partnership on behalf of Intel. The agency serves as Intel’s media agency of record.

In addition to Pitchfork, Intel also sponsors a handful of events around the South by Southwest Music, Film and Interactive Conference in Austin, Texas. Those include title of a DJ battle on Turntable.fm and presenting status of the Game Developer Lounge. The technology company is not an official sponsor of the event.

Intel also has sponsored several other music festivals over the past few years including
the Coachella Valley Music and Arts Festival in Southern California and the Outside Lands Music and Arts Festival in San Francisco.

The company dropped the sponsorships as a result of changing priorities, said Veneski.
“It’s part of our corporate culture to change things up.”

Intel sponsored Outside Lands on behalf of its above-the-line marketing department and Coachella out of the company’s partner marketing group, he said. Intel leveraged Coachella with The Creators Project, a collaboration with Vice Media, Inc.