Supervisor: Media, brand & communications Strategy
Markets: US, Asia, and Europe
PROBLEM:
With competitors like Apple pushing category boundaries, we had to put Intel and Toshiba back into the conversations around what is 'cool.'
SOLUTION:
Because our audience saw laptops as entertainment devices, I knew we needed to move beyond simple advertising. We needed a digital effort that combined content with social networking. Our audience would be at the core of our idea and we would reward them for any time, interaction or effort spent with our campaign. The result was the invention of a new marketing platform called social film.
Social Film, a type of interactive film presented through the lens of social media that brings consumers into the experience.
“The effort seamlessly blended entertainment, advertising and social media, setting a new standard for bringing consumers into the branding experience.”– Creativity-online.com.
RESULTS:
Sales: +300%
Brand Perception: +66% for Intel, +40% for Toshiba
Social Interactions: 26MM
Video Views: 150,000,000+
97% approval rating on YouTube
Emmy Award, Webby Award, Effie Award, AdAge Viral Video Chart #1
