Intel / Toshiba

The Inside Experience



Because our audience saw laptops as entertainment devices, we 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. We noticed the consistent popularity of thriller films among 20-somethings, and with this insight, we tapped into young movie-goers’ love of the suspense genre and the season of summer blockbusters by partnering with Hollywood director D.J. Caruso. The film’s plot featured a young woman named Christina Perasso (played by actress Emmy Rossum), who awakes to find herself trapped in a dark room with nothing more than a Intel + Toshiba laptop. Christina had no idea why she was trapped or how she got there. The laptop worked, but only had intermittent and untraceable access to the Internet. Over the course of the campaign, Christina would work with her friends and followers via social networking to help her gather clues and eventually escape.


Awards

  • One Show Entertainment, Gold, Web Films/Long Form 2012
  • Effie Awards, Silver, Electronics 2012
  • National ADDY Award Winner, Gold - Webisodes 2012
  • sfBIG - Innovative Campaign of the Year 2012
  • Cannes Lions, Shortlist - Cyber, Best Video 2012
  • Cannes Lions, Shortlist - "Best Digitally Led Integrated Campaign" 2012
  • Cannes Lions, Shortlist - Promo & Activation, Best use of Social Media Marketing in a Promotional Campaign 2012
  • Cannes Lions, Shortlist - PR, Technology & Manufacturing 2012
  • AICP, Shortlist - Product Integration 2012
  • One Show Interactive, Silver - Web Series 2012
  • One Show Interactive, Finalist - Social Media/ Best Use of Social Media 2012
  • Webby Awards, Gold - Best Integrated Media Plan 2012
  • Webby Awards, Top 5 - Best Online Campaign 2012
  • Advertising Age, Viral Video Awards, Winner - Facebook Fan Power 2012
  • iMedia 25 - 2012 Brands Pioneering Online Video 2012
  • Digiday Video Award Winner - Best Original Scripted Show/Series 2012
  • Digiday Video Award Winner - Best Social Video Advertising 2012
  • Digiday Video Awards - Best in Show 2012
  • TED Ads Worth Spreading, Finalist 2012
  • AdAge Book of Tens: 10 Best Social-Media Campaigns of the Year 2011
  • Creative Media Awards Finalist 2011
  • Young Guns International, Silver - Branded Content 2011
  • FWA Site of the Day 2011
  • Direct Marketing News - #1 on 'Heat Meter' 2011
  • AdAge Viral Video Chart #2 (Aug. 2011) 2011
  • Cosmopolitan Magazine's "Best Viral Videos" (Aug. 2011) 2011
  • The Creativity Report - 2011 Top Picks in Social Media 2011
  • iMedia - Top 10 Brands in Video 2011
  • Pop News Heat Index - "On Fire" 2011