Content marketing case study: How Intel and Toshiba got an audience of 70 million with social storytelling

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Two electronics giants had a challenge. Intel wanted to refresh "Intel Inside" and Toshiba wanted to boost awareness of its Ultrabook. They teamed up to create a social storytelling campaign that garnered 70 million views. See how below…

Case study summary

• Electronics firms create social storytelling campaign with interactive videos and Hollywood stars

• Characters came alive on Facebook Timeline, with six filmed episodes, audience-created content, and many online conversations over the course of six weeks.

• Content got 69 million views and 95,000 fans on Facebook

The challenge

Intel and Toshiba wanted a chance to interact with and provide a branded entertainment experience to a younger generation of consumers aged 18-34. They created a charming Facebook experience that served as an advertisement for the Toshiba Portégé Ultrabook with Intel Inside, which Alex used daily to chronicle his changing appearances and attempts at a meaningful relationship.

The solution

Created by agency Pereira & O'Dell, 'The Beauty Inside' is an interactive social film presented by Intel and Toshiba. Directed by Sundance winner Drake Doremus, it stars Mary Elizabeth Winstead, Topher Grace, and social media users.

The Beauty Inside told a story of a guy named Alex who wakes up every day as a different person. He is always the same person on the inside, but on the outside, he is somebody else. When he meets Leah and falls in love, everything changes for him. He knows he will see her again, but she will never see him.

This story about the fluid nature of identity was told literally and metaphorically through social media and came alive on Facebook Timeline. The experience consisted of six filmed episodes, audience-created content, and many online conversations over the course of six weeks, starting August 16, 2012.

Because Alex's appearance changed every day, all fans—male or female—were invited to audition for the lead role of Alex using our Facebook application. This underlying social component allowed the audience to engage and star alongside Hollywood big shots. Audience members also played Alex throughout the experience on his Facebook Timeline via photos and videos, contributing to his narrative every step of the way.


A total of 26 Alexes were cast in the film. Over 4,000 fans auditioned from all over the world, including Japan, France, German, Italy, Philippines, Canada, and Spain. More than 50 additional Alexes were selected to be featured on the The Beauty Inside's Facebook Timeline.

By the end of this six-week social film experience, The Beauty Inside had attracted:

• 69 million views
• 95,000 fans on Facebook
• a remarkable 97% approval rating on YouTube


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