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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 @ J oshBrandau. Inside Films. Goal

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Billie Goldman, Partner Marketing, Intel, @ billietgoldman

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  1. Billie Goldman, Partner Marketing, Intel, @billietgoldman Josh Brandau, Vice President of Media, Pereira & O‘Dell @JoshBrandau

  2. 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.

  3. Inside Films Case Study http://wdrv.it/17z9pQs

  4. 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

  5. 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

  6. Thanks! Billie Goldman, Partner Marketing, Intel, @billietgoldman Josh Brandau, Vice President of Media, Pereira & O‘Dell @JoshBrandau

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