Dell is taking novel approaches to promoting its PCs to U.K. enterprises as part of the bring-your-own-device trend. Under former LG marketer Stephen Gater, an experiential display was erected at Heathrow Airport in London, where various Dell laptop and tablet devices running Windows 8 form a world map. A social media campaign complements the interactive display. "Experiential has been a 'nice to do' for us so far but it's never really come into its own until we have an environment like Windows 8, where people can really play with [the software] on a touch screen," says Sarah Shields, general manager of Dell in the U.K. and Ireland.