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How Intel & Toshiba Used Social Media to reache an audience of 70 million

Sneak Peak:

Read this case study to know how two electronic giants used social storytelling campaign to reach an audience of 70 million people within 6 weeks    Company: Intel & Toshiba Industry:  Electronic & Information Technology Tool Used: YouTube Marketing Result: 21% Improvement in Conversion Business Type: B2 B/ B2C  
 

The Brand & the Story

One of the world’s largest and highest valued semiconductor chip makers, based on revenue, Intel Corporation is an American multinational technology company headquartered in Santa Clara, California. On the other hand, Toshiba Corporation is a Japanese multinational conglomerate corporation headquartered in Tokyo, Japan. Both the companies had their own challenges. While Intel wanted to refresh ‘Intel Inside’ Toshiba wanted to boost awareness for its Ultrabook for which they collaborated with each other and created a social storytelling campaign that generated 70 million views.

Both the brands’ objective behind Social storytelling campaign   

Intel and Toshiba were looking for an opportunity to interact with younger generation of consumers aged 18-34 and provided them with a branded entertainment experience. A charming Facebook experience was created that functioned as advertisement for the Toshiba Portégé Ultrabook with Intel Inside.

The brands’ strategy for Social storytelling campaign   

The first thing both the brands did was they teamed up with the agency Pereira & O’Dell that created an interactive social film presented by Intel and Toshiba called ‘The Beauty Inside. The video was directed by Sundance winner Drake Doremus starring Mary Elizabeth Winstead, Topher Grace, and social media users. The Beauty Inside talked about a story of a guy named Alex who wakes up every day as a different person. Though Alex is always the same person on the inside however on the outside, he is somebody else. He then meets Leah and falls in love with her and that was the time when everything changes for him as he knew that he can see her again but she will never be able to see him as the same person to identify. They made use of social media to tell this story about the fluid nature of identity literally and metaphorically and the story came alive on Facebook Timeline. There were six filmed episodes with audience-created content as well as many online conversations over the course of six weeks that started on August 16, 2012. As the story line required a different Alex every day, the two brands invited all fans whether male or female to audition for the lead role of Alex using the Facebook application. Audience could engage and star alongside Hollywood big shots through this hidden social component. Members from the audience also played Alex throughout the experience on his Facebook Timeline with the help of photos & videos and contributed to his story every step of the way.

The Success

The film casting involved a total of 26 Alexes and more than 4,000 fans gave the audition from all over the world, including Japan, France, German, Italy, Philippines, Canada, and Spain. Over 50 other Alexes were selected to be featured on the The Beauty Inside’s Facebook Timeline. Till the end of this six-week social film experience, The Beauty Inside campaign had generated:
  • 69 million views
  • 95,000 fans on Facebook
  • An outstanding 97% approval rating on YouTube
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