ASIA-PACIFIC – HONG KONG, JUNE 2011 – Intel has launched The Escape, an immersive, entertaining thriller which allows its YouTube audience to take part in the adventure. The Escape integrates YouTube, interactivity and social networking into a single seamless experience for the first time.
Inspired by Intel’s earlier film, “The Chase”, “The Escape” breaks new ground by making the audience the hero; remotely piloting drones and brawling with assailants to assist the films femme fatale in her mission.
Discussing the video, Stephanie Gan, regional manager of advertising and digital programs for Intel Asia Pacific, said: “We wanted to connect with consumers in a personal engaging and interactive way while demonstrating the visual capabilities of the 2nd Generation Intel Core processor family. While YouTube offered the perfect stage for creating this experience, it was important to make some of the interactions social with Facebook integration.”
“Just as Intel’s 2nd Generation Core processors transforms your computing experience, this campaign will transform the way you look at the YouTube platform. You’ve never seen YouTube quite like this.”
In addition to interactivity, The Escape integrates elements from the viewer’s social networks, including the option to add pictures of their friends in certain scenes and earn achievement badges to post to their Facebook profiles. It also contains hidden clues for viewers to unlock additional content as they play.
The Escape experience was developed for Intel by Tribal DDB and DDB Hong Kong.
Tim Cheng, executive creative director at Tribal DDB Hong Kong, said: “To do justice to the visual benefits of the 2nd Generation Core processors we knew we couldn‟t merely tell the product story in a passive, traditional manner. We needed people to experience these benefits in an emotive way, and that’s why we made the audience the hero of this video.”
“In seamlessly bringing together film storytelling, interactive adventure and social networking, we’ve created a product experience that everyone can enjoy. It’s exciting, entertaining, engaging, and it explains technical benefits in a non-technical way.”
The campaign features the tagline “Escape to a new world of visual possibilities”. Launched today, it will run regionally with media spend in India and Australia.
CREDITS
Creative Agency: DDB & Tribal DDB Hong Kong
Client Executives: Jayant Murty, Stephanie Gan
Executive Creative Directors: Tim Cheng, Jeffry Gamble
Account Service: Joanne Tong
Creative Director: Jamal Hamidi
Art Directors: Elizabeth Commandeur, Maurice Moynihan
Copywriter: Thomas Selby
Technical Manager: Tony Wong
Programmer: Chui Yee Tang
Interactive Designer / Flash Developer: Gary Law , Stella Yuen
Project Manager: Sean Chan
Film Director: Lee Chun Chung
Film Production: Hyena Films
Post Production: PO Post Production
Digital Production: Tribal DDB Hong Kong
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