Dive Summary:

• Intel is preparing to launch a promotional pop-up shop campaign for seasonal shoppers.
• Consumers won’t be able to purchase Intel merchandise through the stores; instead Intel is using the initiative to boost the value of the Intel brand.
• The exact number of pop-up shop locations—as well as the exact product lines being offered—has yet to be fully disclosed but the first location will make its holiday season debut in New York City on Nov. 23.

Dive Insight:

This initiative from Intel is a pointed response to competitors like Apple and Microsoft. Apple already has a robust brick-and-mortar footprint and Microsoft struck an agreement earlier this year with Best Buy to set-up “Windows Stores” at over 600 Best Buy locations across the U.S. The Intel pop-up shops are designed for holiday shoppers to interact with Intel devices and will remain open to consumers through January 2014.