home of the free because of the brave gif

'I think are a good way for people to communicate what their main story is very quickly,' Sierk said. Dell opted to utilize a GIF of the product to illustrate the XPS 12 morphing from a laptop to a tablet. While a static image couldn't visually demonstrate the XPS 12's capabilities, the team thought something more animated could do the trick.

Dell's team was thus challenged with finding a way to communicate how the product works in an email campaign without crowding the email send with copy attempting to explain its features, Sierk said. 'It's not synonymous with products like the tablet is now or anything along those lines.'īecause the Dell XPS 12 Convertible Ultrabook is a transformative product, static imagery wasn't going to accurately convey its capability in an email. 'No one knows what a convertible is yet,' explained David Sierk, Email Strategy and Analytics, Dell.

It's a new breed, differing from all other PCs, laptops and tablets traditionally sold by companies, making it difficult to explain to potential buyers. However, the problem with marketing a convertible is the same as its allure.

The product belongs to a family of devices described as 'convertibles' - a group that's been gaining both share and interest in the marketplace. The tech powerhouse was prepping to launch its Dell XPS 12 Convertible Ultrabook: a laptop with a hinge design that allows it to transform into a tablet. Dell was geared up to show its consumers the best of both worlds via a cutting-edge device.

Home of the free because of the brave gif