‘The Beauty Inside’ Wins Daytime Entertainment Emmy® Award



SAN FRANCISCO, CA, June 16, 2013 -- The National Academy of Television Arts & Sciences (NATAS) has announced the winners of the 40th Annual Daytime Entertainment Emmy® Awards.  The social web series, “The Beauty Inside”, presented by Intel and Toshiba and created by San Francisco-based Pereira & O’Dell, won an Emmy for Outstanding New Approach to Original Daytime Program or Series.

The Daytime Creative Arts Emmy® Awards recognize outstanding achievement in all fields of daytime television production and are presented to individuals and programs broadcast from 2:00 a.m.-6:00 p.m. during the 2012 calendar year. 

The series tells the story of a guy named Alex who wakes up every day as a different person. He is always the same person on the inside, but on the outside, he is somebody else. When he meets Leah and falls in love, everything changes for him. He knows he will see her again, but she will never see him. Because Alex's appearance changed every day, all fans—male or female—were invited to audition for the lead role of Alex. This underlying social component allowed the audience to engage and star alongside Hollywood big shots. Audience members also played Alex throughout the experience on his Facebook timeline via photos and videos, contributing to his narrative every step of the way.

This charming Facebook experience features an omnipresent character in the form of a Toshiba Portégé Ultrabook with Intel Inside, which Alex uses daily to chronicle his changing appearances and attempts at a meaningful relationship. The series gave Intel and Toshiba a chance to interact with and provide a branded entertainment experience to a younger generation of consumers engaged in social media.

A total of 26 Alexes were cast in the film from fans all over the world including Japan, France, German, Italy, Philippines, Canada and Spain. An additional 50+ Alexes were selected/featured on the Facebook timeline. Alexes were chosen from over 4,000 auditions on Facebook.

The first of six episodes began airing August 16 running each Thursday at 3pmPST/6pmEST. With 70MM views, 97,000 likes on Facebook and a remarkable 97% approval on YouTube, "The Beauty Inside" wowed and attracted new fans as well as auditions to play Alex throughout the 6 week series.

“We are thrilled with this win and that the NATAS is committed to showing love for interactive programming with the outstanding new approach category,” said PJ Pereira, Chief Creative Officer at Pereira & O’Dell.

The 40th Annual Daytime Entertainment Emmy® Awards is a presentation of the National Academy of Television Arts & Sciences in cooperation with the Academy of Television Arts and Sciences.

A full list of all winners in all categories can be downloaded from our website at www.emmyonline.tv.

View the acceptance speech at http://bit.ly/166S6bW


For more information, contact Molly Parsley at 415-696-7757 or molly.parsley@pereiraodell.com