The Power Inside is Intel and Toshiba's latest social film. Like its predecessor, The Beauty Inside, it utilizes the filmmaking talent of Hollywood's creative minds and marries it with an exciting level of consumer interaction. The plot this time? An alien invasion by a race of extraterrestrials disguised as... moustaches. Split into six episodes, the film's staggered release will coincide with the social element, spanning more than 15 countries.

Launch the campaign
Published
August 2013
Topics

The Story

The Power Inside is Intel and Toshiba's latest social film. Like its predecessor, The Beauty Inside, it utilizes the filmmaking talent of Hollywood's creative minds and marries it with an exciting level of consumer interaction. The plot this time? An alien invasion by a race of extraterrestrials disguised as... moustaches. Split into six episodes, the film's staggered release will coincide with the social element, spanning more than 15 countries.

Using the full spectrum of advertising tools we have today, The Power Inside is a blend of cyber, film and social marketing. To join the team and potentially be featured in the film, people are invited to upload a photo from their webcam to the film's Facebook page. The facial recognition software will then add a fetching moustache or unibrow. Viewers can also upload videos of themselves removing a moustache to join the Guardian team, with the pics having the potential to be incorporated into the social film.

The Technology

The Results

This super-charged social film experience features an omnipresent character in the form of a Toshiba Portégé Ultrabook with Intel Inside, which will aid the main character, Neil, in defeating the invaders by discovering that it's "what's inside that counts". The series gave Intel and Toshiba a chance to interact with and provide a branded entertainment experience to a younger generation of consumers engaged in social media.

#1

FWA Site of the Day - September 6th

5MM

Views of the trailer in the first two weeks

Launch Date Aug. 1, 2013