To pay off the creative message and deliver unexpected content/experiences to our target audience, we acted as content distributors instead of media planners. After exploring relationships among a short list of digital video broadcasters with high organic composition of our target, we were able to develop an exclusive distribution partnership with Hulu, which promoted and hosted our film content as it would any other original programming. To launch the film, director Robert Stromberg invited the audience to contribute their own creature ideas for the film via Instagram, Twitter and whatlivesinside.comwith the hashtag #whatlivesinside

As anticipated, our target audience rewarded both Intel & Dell brands, as well as their tablet product. We encouraged over 1.5MM social interactions, 6,000 user submissions, 1,150 articles in the press, over 43MM total views in the US. Initial results from a brand study by Millward Brown identified strong lifts from a control to exposed audience in Intel& Dell brand favorability (+7.5%), perception these brands “have the best set of product features” (+13.4%), are brands “I admire” (+10.7%), are “innovative companies” (+20.5%) and finally a lift in intent to purchase the Dell Venue 8 tablet (+10.4%).

Our objective was to leverage the iconic “Intel Inside” identity and support the launch of the Dell Venue Tablet by increasing brand favorability, perception and purchase intent among A25-34 Millennial audience. The insight was born from the intersection of consumer behaviors and a marketplace weakness; research showed that young people worldwide are in search of empowerment and increasingly use technology to find their way through life, yet the world’s leading tech brands have done little to foster empowerment. By blending entertainment and social participation, we made the Intel/Dell tablet a main character in an interactive story that empowered our audience.