“The Temptations are a series of social experiments that explore just what people are prepared to do to get their hands on an Ultrabook.”
The above short description captures the heart of the viral campaign. In this instance, “viral” is about how many views a video gets. However there are at least 2-3 awareness streams happening here. One is during the actual filming of the videos when an audience engages in the theater of the primary gimmick. They become aware of the product and are exposed in a random, unexpected manner.
The second is the viewing of the videos and the third will be this- YOU reading this post. In my case it was reading press about the campaign.
This is the first video that got me following along the trail of breadcrumbs.
And two others: