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.