As part of an “anti-auction” of the Intel Ultrabook Convertible, bidders were invited to undercut each other on Twitter. At the end
of the event, the 30 fastest users were given a chance to buy the device at the lowest price.

Nir Refuah: “Despite its creepy video case, this campaign is pretty smart. In order to sell Intel’s Ultrabook in
Turkey, this campaign launched a Twitter ‘anti-auction’: Every tweet about the Ultrabook immediately made the
price in the online auction decrease.”