The entire new category of 2 -in-1 laptops was being passed by at retail after billions were invested in the technology. Shoppers were afraid to flip them and walked by.

We tore out Best Buy PC aisle, and replaced it with a NE-YO interactive experience.  With NE-YO’s stem tracks inside, shoppers could remix an upcoming single. By flipping to the tablet, they created a custom concert light show.

The campaign increased engagement with Intel 2-in-1s 10X.