Intel's brand presence at CES 2014 was all about Look Inside. The body of work needed to quickly convey the brand message that 'it's what's inside that counts,' and do it in a way that stood out among the noise.

Look Inside.™: Erik Weihenmayer was launched online on YouTube and supported by PR and Intel's social media channels.

As part of a social media contest, Intel donated $30,000 to No Barriers USA, a nonprofit that helps people with disabilities, because Weihenmayer's video was shared 2,900 times on Twitter. (That number is a reference to the 29,000-foot elevation of Mount Everest, the highest mountain on Earth). The online film was described by Adweek as "Amazing." Initial research shows that the new campaign is performing exceptionally well with brand linkage and consideration at all time highs. The campaign is paving the way for Intel's bright future.