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The Beauty Inside

Industry: Electronics & Audio-Visual
Media:TV & Cinema
Published:Aug., 2013
Market:United States
Style: Minimalism
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.

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.

• 69,566,888+ Global Views.
• View Sources: YouTube, Site Partners, Twitter, Facebook, DailyMotion, MetaCafe, global efforts, editorial outreach, earned media, mobile
o 1,822,324 Mobile Engagements in 8.5 Weeks!
o 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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Cannes Lions International Festival of Creativity 2013
Grand Prix Branded Content & Entertainment
Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand
Cannes Lions International Festival of Creativity 2013
Grand Prix Cyber
Best Digitally Led Integrated Campaign
Cannes Lions International Festival of Creativity 2013
Gold Branded Content & Entertainment
Best integrated content campaign
Cannes Lions International Festival of Creativity 2013
Silver Branded Content & Entertainment
Best use or integration of user-generated content
Cannes Lions International Festival of Creativity 2013
Silver Branded Content & Entertainment
Best use or integration of digital or social media
Cannes Lions International Festival of Creativity 2013
Silver Promo
Durable Goods
Cannes Lions International Festival of Creativity 2013
Silver Titanium & Integrated
Best Video
Cannes Lions International Festival of Creativity 2013
Silver Titanium & Integrated
Community Applications
Cannes Lions International Festival of Creativity 2013
Bronze Direct
Other Consumer Products (including Durable Goods)
Clio Awards 2013
Gold Branded Entertainment & Content
Clio Awards 2013
Gold Film
International ANDY Awards 2013
Gold Branded Content
International ANDY Awards 2013
Gold Consumer Generated Content
London International Advertising Awards 2013
Gold Digital
Branded Content
The One Show 2013
Silver Pencil Branded Content
The One Show 2013
Silver Pencil Non-Broadcast
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