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
•
•
•
•
•
•
•
•
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
•
•
•
•
•
•
•
•
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

6. 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

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