Billie Goldman, Partner Marketing, Intel,
@billietgoldman
Josh Brandau, Vice President of Media, Pereira & O‘Dell
@JoshBra...
Inside Films
Goal
•

Reach the 18 to 34 target audience and deliver an unexpected experience
that exceeded their expectati...
Inside Films Case Study
http://wdrv.it/17z9pQs
Results

•
•
•
•
•
•
•
•

50MM views worldwide
Average age 23 years old
7MM+ Facebook interactions
Most talked about Twitt...
Inside Films Platform Established
• The Power Inside
• The Beauty Inside
• The Inside Experience

Platform recognition

ht...
Thanks!
Billie Goldman, Partner Marketing, Intel,
@billietgoldman
Josh Brandau, Vice President of Media, Pereira & O‘Dell
...
Cannes Lions Grand Prix Win: "The Beauty Inside"
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Cannes Lions Grand Prix Win: "The Beauty Inside"

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Cannes Lions Grand Prix Win: "The Beauty Inside"

  1. 1. Billie Goldman, Partner Marketing, Intel, @billietgoldman Josh Brandau, Vice President of Media, Pereira & O‘Dell @JoshBrandau
  2. 2. Inside Films Goal • Reach the 18 to 34 target audience and deliver an unexpected experience that exceeded their expectations and drove an emotional connection for the Intel and Toshiba brands. Challenge • • Intel brand is loosing relevance Millennial thinks the Toshiba brand is for their dad Strategy • We positioned the product as a character in the film and made the idea just as much about the audience as it was about the brands.
  3. 3. Inside Films Case Study http://wdrv.it/17z9pQs
  4. 4. Results • • • • • • • • 50MM views worldwide Average age 23 years old 7MM+ Facebook interactions Most talked about Twitter topic worldwide (7/28/11) 187 articles in US & China Double-digit increases: brand perception & consideration 43% sales increase • • • • • • • 70MM views worldwide Average age 23 years old #6 on Top 10 most-watched campaigns of 2012 17MM social interactions 300 articles worldwide 38% increase in brand perception 300% sales increase • • • • • • • • 73,747,651 views worldwide Average Age 23 years old 8 weeks on the AdAge Top 10 Viral Video Chart 523 articles worldwide 93% positive sentiment on YouTube 12% increase in purchase consideration 37% increase in brand perception Best Buy sold out of the system
  5. 5. Inside Films Platform Established • The Power Inside • The Beauty Inside • The Inside Experience Platform recognition http://www.imediaconnection.com/content/34986.asp#wQWv1vzlelQmoJ4G.99 • “it's easy to see how Intel and Toshiba can continue to evolve this story by using new film genres.” • “creating a platform ensured the success of Intel and Toshiba's Inside Films” Innovation Continues and Evolves • Media Mix • 3rd Party Brand Involvement • Broadcast Syndication • Selling the Rights
  6. 6. Thanks! Billie Goldman, Partner Marketing, Intel, @billietgoldman Josh Brandau, Vice President of Media, Pereira & O‘Dell @JoshBrandau

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