【Cannes 2013 Branded Content & Entertainment Lion: Grand Prix 】《The Beauty Inside》
2013/6/25 13:46:477037
DESCRIBE THE CAMPAIGN/ENTRY

As a global Branded Entertainment program, the biggest restriction is language. Using YouTube as a platform allowed us to get in most countries with the original content in English and subtitles in more than 12 languages. For most countries, audience participation happened within Facebook since it already includes a fairly robust translation tool. China was the only exception, so we ran the entire program separately within local websites. In the end, we had 100 different official Alex's, from more than 10 different countries.
 
RESULTS

The Beauty Inside is a partnership between Intel and Toshiba. The objective was to refresh the "Intel Inside" campaign and feature the Toshiba Ultrabook as part of the life of young adults. The story of Alex, a man that wakes up every day in a different body, creates the message of "what's inside that matters" for Intel, and the fact the character used his Ultrabook to document his daily faces gave the computer a friendly, welcome presence through the entire series. 

The extra twist came with the opportunity that if Alex had a different body every day, then anyone in the world could play him. So, we invited the audience to submit their own video diaries as Alex - some of them made it into the film, some were posted on Facebook. 

The program launched with trailers establishing the premise and inviting people to play Alex on Facebook. Following that, Alex took life on Facebook and started to interact with fans and tell his story in 6 weekly episodes that gathered more than 70 million views on YouTube and had hundreds of thousands interactions on Facebook.
 
We used online advertising, seeding and social media links to attract audiences, including big spaces usually dedicated to movie launches like the masthead on the YouTube home page. We treated the campaign like a real movie release, launching in the heart of summer, a key selling period for Intel/Toshiba as blockbuster films hit theaters and college students prepared to go back to school. We focused on laying the foundation for the film with Hollywood-meets-Silicon Valley audience in order to maximize earned media and distribution of content. 

To accomplish this, we strategically targeted bloggers that were relevant with our audience—Huffington Post, Wired, Mashable, etc. The trailer and accompanying materials provided a glimpse of "The Beauty Inside" story and seeded the idea of a "social film," to garner interest and inspire editorial buzz.
 
RESULTS 

(ALL INFO BASED ON 8.5 WEEK PERIOD) 
? 69,566,888+ Global Views. 
? View Sources: YouTube, Site Partners, Twitter, Facebook, DailyMotion, MetaCafe, global efforts, editorial outreach, earned media, mobile 
? 1,822,324 Mobile Engagements in 8.5 Weeks! 
? 17,273,629 Trailer Views 
? 95,892+ Facebook Friends 
? 8,300+ Twitter Followers 
? Twitter: 192,808 Total Interactions, 67,791,628 Tweet Impressions, 99% positive comments 
? 378,000,000+ Brand Impressions 
? AdAge Viral Video Chart 10 Weeks in a row and 3 times at the #1 spot! 
? YouTube: Of the 13,423 video comments, 97% were positive 
? Facebook: 13,514,394 user interactions 
? 211 U.S. based original articles with 38 reposts 
? Captured 87 international coverage hits overall 
? 360% sales lift
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Credits

Advertiser
INTEL + TOSHIBA
Product
TOSHIBA LAPTOP WITH INTEL INSIDE
Advertiser/Client
INTEL + TOSHIBA
Contributing Company
PEREIRA & O'DELL San Francisco, USA
Production Company
B-REEL Los Angeles, USA

Chief Creative Officer
Pj Pereira
Executive Creative Director
Jaime Robinson
Creative Director
Jason Apaliski
Copywriter
Neil Ramanan
Art Director
Chaz Whitworth
Vice President Of Production
Jeff Ferro
Agency Film Producer
Elisa Moore
Senior Interactive Producer
Erin Dahlbeck Davis
Strategy Director
Justin Cox
Vice of President Of Media
Josh Brandau
Media Supervisor
Dan Beer
Business Affairs Director
Xandra Ess
Vp/Director Account Service
Gary Theut
Account Director
Henry Arlander
Director
Drake Doremus
Film Editor
Annette Davey
Production Company
B Reel
Editorial Company
Lost Planet
Graphics
Laundry
Visual Effects/Online
N Tropic
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