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1. When Advertising &
Entertainment Get Married:
Structuring branded content to
drive a business
Carol Lindell
Director of Media

2. Dell - Restricted - Confidential2
Branded Content
• What does that actually look like?
• Who does what to whom?
• Does it actually drive a business? (and how do you tell?)

3. Dell - Restricted - Confidential3
Exhibit A: What it looks like

4. Dell - Restricted - Confidential4
Who did what?
Creative
Concept
Intel/
Creative Agency (POD)
Dell
Creative Agency (Y&R
Media Agency
(Mediacom)
Creation of
Content
POD
Creative Agency (Y&R)
Dell
Teen Influencers
Dell
Instructables
Approval of
Content
Dell Dell Dell
Talent/Legal
rights
POD
Y&R
Mediacom
Mediacom
Media Plan/
Distribution
Mediacom Mediacom Mediacom

5. Dell - Restricted - Confidential5
Did it work?
Brand
6 Cannes Lions
Grand Prize – New
Media Film Festival
Pending campaign
completion
First videos to show
cross vehicle brand
lift for digital
Engagement 60M episode views 98% positive sentiment
3800 daily views
(29% above
benchmark)
Purchase
Intent
+9% for Dell
+20% for Dell tablets
+11% for those who viewed
digital + cinema
+16%
Actual Sales
Retargeting
performance premium
off of WLI
Grew acquisition against
families with teens 13-18
Precision sales grew
in quarter

7. Dell - Restricted - Confidential7
Learn More: Content Links
What Lives Inside
• www.whatlivesinside.com
• http://www.fastcocreate.com/3043484/intel-and-dell-launch-what-lives-inside-a-new-social-film-
starring-oscar-winner-jk-simmons
• https://www.youtube.com/watch?v=zBnNllY_gAU
Learn It. Share It.
• https://www.youtube.com/watch?v=M7dEUyxaU_A
• www.dell.com/backtoschool
Instructables: Dell Precision Workstations
• http://www.instructables.com/id/Aerial-Filming-with-Drones/
• http://www.instructables.com/id/The-Animation-Station/
• http://www.instructables.com/id/Movie-to-Mutoscope/