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Billie Goldman, Partner Marketing, Intel, @ billietgoldman

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

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slide1

Billie Goldman, Partner Marketing, Intel, @billietgoldman

Josh Brandau, Vice President of Media, Pereira & O‘Dell

@JoshBrandau

inside films
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.
inside films case study
Inside Films Case Study

http://wdrv.it/17z9pQs

results
Results
  • 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
  • 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
slide6

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
thanks
Thanks!

Billie Goldman, Partner Marketing, Intel,

@billietgoldman

Josh Brandau, Vice President of Media, Pereira & O‘Dell

@JoshBrandau

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