Presented by Intel + Toshiba, the “Inside” social film project was the first Hollywood film of its kind, as well as an homage to the Intel Inside program that originally launched in 1991. The Inside Experience campaign sought to reach a younger audience of 18-34 year-olds, with a goal of increasing brand awareness and introducing the new entertainment-focused Toshiba Satellite P775 series laptop.
Inside starred Emmy Rossum and was directed by D.J. Caruso (“Disturbia”, “Eagle Eye”), with Oscar-winning cinematographer Mauro Fiore (“Avatar”, “Training Day”).
This blockbuster-caliber production allowed viewers to be a part of the production. Fans had the chance to become characters in the film itself by auditioning for an actual part in the film, and interact with the film’s protagonist on the campaign’s Facebook Pages.
For the first time, the director was able to not only direct the film’s lead character, but the audience as well—by weaving social media into the film’s story, film release, strategy, and even a social media casting call.
At the end of the three-week experience, over 600 people auditioned for a role in the film, 32 million people participated on Facebook, Twitter and YouTube, and over 13 million watched with over 80,000 hours of video consumed.
Credits:
Lead Agency: Pereira & O’Dell PJ Pereira, Chief Creative Officer Jason Apaliski, Creative Director Jaime Robinson, Creative Director Jeff Ferro, Executive Agency Producer Kelsie Van Deman, Sr. Interactive Producer Victoria Whitlow, Integrated Producer Dan Beer, Media & Strategy Supervisor Neil Ramanan, Copywriter Chaz Whitworth, Art Director Gary Theut, Clients Services Director Henry Arlander, Management Supervisor Josh Brandau, Media Director Justin Cox, Sr. Strategic Planner Madeline Belliveau, Sr. Art Buyer, Print Producer Angela Eddleman, Business Affairs Audra Brown, Business Affairs Adam Russell, Sr. Project Manager Angie Paglino, Project Manager David Richards, Casting Call Moderator Production Company: RSA Films Interactive Production Company: B-Reel Editorial: Whitehouse Post Graphics: Laundry Visual FX/Online: Ntropic Music: Squeak E Clean
