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We’ve all heard stories of how a dancer was singled out of the chorus line, an actor was spotted by a director while waiting tables, or a model was noticed while shopping in a suburban mall. Many people have the dream, the desire, the drive to make it big -- they just need to be discovered. But in the hyper-competitive world in which we live it’s not easy to stand out.
Intel wanted to set people on the path to achieving their dreams. So they tapped our team to develop a campaign to help people find out if they are slated for stardom – online. What we created represents the historic evolution in digital advertising, building from the high-quality production value of BMW films, the interactive engagement of Burger King’s subservient chicken and the unique capabilities of Kinect for Xbox 360. “Discovered” is a multi-platform brand experience that puts consumers into the first-person point of view of an aspiring star as they try to find out what it takes to become "the next big thing.” And while on the path to fame, Intel also wants consumers to discover another star – the new Intel-inspired Ultrabook.
Intel’s goals for the Discovered campaign were to make learning about Ultrabook devices interactive, fun and informative for younger audiences. Keeping these goals in mind, we put together a number of elements to engage and educate consumers on how to take the next steps on their road to discovery, including:
One of the first Kinect for Xbox 360 interactive films, which we developed in partnership with Amusement Park Entertainment. Fans can actually participate in scenes using the power of Kinect to interact with real videos of A-List celebs as they learn how to become an action film star, rock the room as a celeb DJ, and walk a red carpet with style. The film features actor Chris Evans ("The Avengers," "Captain America: The First Avenger"), Redfoo of electro pop duo LMFAO and model Chanel Iman. The film was directed by Jaume Collet-Serra ("Unknown," "Orphan" and "Goal II: Living the Dream") and signifies one of the first times an advertiser is embracing Kinect to create short-form and interactive commercial content using full-motion video. Check out the trailer.
An original Web series on MSN called "Becoming" from Electric City Entertainment at http://www.discovered.msn.com. The series showcases stars — including Chris Evans, Johnny Knoxville, Charlotte Ronson, Nas and Jake Johnson — in a “cinema verite” format that delves into their inspirations, the people that helped them “make it,” and upcoming projects.
Rising Star mobile games for iOS and Android phone users that allow people to test their DJ skills, memorize scripts, or pick out the right movie star look. The games, built by Ansible Mobile, also allow you to easily post photos of your game experience to your social networks.
There also will be a six-city college tour where we take Kinect-powered kiosks featuring Discovered to campuses and allow students to play and win prizes like the Intel-inspired Ultrabook.
According to David Veneski, Intel's U.S. media director, the campaign is a prime vehicle to reach the target audience as his company builds the category of Ultrabook. "Ultrabook is our single objective for our customer campaign this year, and Discovered will help us reach the right customers," he said. "The youth/millennial demographic has never been on our radar before, but through this campaign we're focusing on who we're after and with a novel approach we hope they enjoy."
We’re excited to see who the stars of tomorrow are going to be and the Ultrabook devices they carry -- lights, camera, action!
Stephen Kim, General Manager, Yarn, Microsoft Advertising
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