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Toshiba laptop with Intel inside - "The Inside Experience" - Pereira & O'Dell

  • The Inside Experience
  • Toshiba laptop with Intel inside
  • Intel Corporation
  • Pereira & O'Dell
  • United States
  • The Inside Experience
Product CategoryComputers, PDAs & Calculators
Date of First Broadcast/PublicationJuly 18, 2011
Media TypeWeb Film / Viral
Awards Cannes Lions International Festival of Creativity, 2012 (Shortlist) for Cyber Lions Best Video
Cannes Lions International Festival of Creativity, 2012 (Shortlist) for Promo & Activation
Cannes Lions International Festival of Creativity, 2012 (Shortlist) for PR
AICP, 2012 (Shortlist) for Product Integration
One Show Interactive Awards, 2012 (Silver) for Web series

Story

"Inside," is a blockbuster-caliber production that bridged the gap between social media and film, inviting viewers to have a voice and participate in the storyline using social networks by weaving several social elements into the story, film release, strategy as well as the casting with a social casting call. It was an 11 day event watched online 50 million times, 4 million interactions with the main character on Facebook, and hundreds of stories in the press. 

Concept

The “Inside” social film project was the first Hollywood film of its kind starring Emmy Rossum (“Shameless,” “Phantom of the Opera,”) and directed by by D.J Caruso (“Disturbia,” “I Am Number Four,” “Eagle Eye”) with Oscar-winning cinematographer Mauro Fiore (“Avatar,” “Training Day”).

A blockbuster-caliber production, INSIDE allowed viewers to be more than just viewers. They had the chance to become characters in the film itself and develop a relationship with the film's protagonist. For the first time, a director could not only direct the film’s lead character but the audience as well by weaving several elements of social media into the story, film release, strategy as well as the casting with a social casting call. 

Problem

The campaign pays homage to the Intel Inside® Program, which originally launched in 1991. This updated effort sought to reach a younger audience of 18-34 year olds, increasing brand awareness and introducing the strongly focused entertainment performance of the new Toshiba Satellite® P775 series laptop.

Originally, tracking studies revealed that Intel and Toshiba were not relevant to tech-savvy 20-something consumers. "Inside "successfully created a connection between the consumers and both brands resulting in a brand lift and an increase in laptop sales. 

Result

At the end of the 3 week experience over 1,000 people auditioned for a part, 32 million people participated on Facebook, Twitter and YouTube, and 13 million watched.