Billie Goldman, Partner Marketing, Intel, @
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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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Billie goldman partner marketing intel billietgoldman

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


Billie goldman partner marketing intel billietgoldman

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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