Tuesday, August 20, 2013

Intel/Toshiba - The Power Inside

Last year I wrote about The Beauty Inside a campaign from Intel & Toshiba which went on to win both an Emmy as well as three Grand Prix's in Cannes (including Branded Content) this year.  Pereira & O'Dell are back with 'The Power Inside,' which is the third iteration of the social/interactive film series.  As in previous years, the film is directed and stars various Hollywood heavyweights.  The first episode launched August 15th with new episodes released weekly for the next month and a half.  The key aspect is the participatory nature of the film which allows viewers to be featured in the episodes through various mechanisms such as uploading photos of videos of themselves.

This year's iteration takes a more comedic approach (as opposed to the emotional and earnest 'The Beauty Inside' and the original horror-based 'Inside.').  The premise is that an alien race of extraterrestrial moustaches and unibrows are attempting to take over the upper lips and eyes of people around the world. The main character is Neil, who together with his friends and the help of technology discovers his inner strength to defeat the moustache and unibrow invaders called Uricks.  It's very much in the tone of Zombieland or Shaun Of The Dead.  Ridiculous? Yes, but also very well written, shot and produced.

In an interesting twist, AdWeek reports that Intel & Toshiba are selling product placement within the films to additional advertisers: 'Spotify, Skype, Fossil watches and Skullcandy headphones are all paying for placements with merchandise rather than cash. The merchandise will be given to winners in weekly contests tied to the series and as giveaways when U.S. consumers buy a Toshiba laptop computer promoted by the series.' 

I've never heard of such a thing being done before (at least in terms of branded content) but it's a clever way for a brand to leverage the previous success in order to offset the costs of the current campaign.  Check out the trailer and episodes in the playlist below.



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