Intel's The Escape is a YouTube first

4 Fight.jpgIntel 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 breaking down YouTube's fourth wall and making the audience the hero; remotely piloting drones and brawling with assailants to assist the film's 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."

5 Robots.jpg3 Turbo.jpg"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".

Credits:
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
Creative Agency: DDB & Tribal DDB Hong Kong

7 Comments

Anonymous said:

Very impressive thinking...the irony is that even though this is obviously a real brief with everyone having to work ten times harder and longer to protect the idea and execution, the ad with the nails above that took 2 minutes to think up will probably win some huge award instead of this. I hope not.

Anonymous said:

It takes forever to load with my Intel chip.

Anonymous said:

Guys, this is weird. I need to key in my name and which country I'm from...and there's only Australia, India, Asia and Rest of the World! Guys, what happened to the other countries?? Kinda stupid.

Anonymous said:

Nah, the game sucks! It took 15 or more seconds to load. I did the jigsaw to unlock the door...but the shooting part sucks, BIG TIME! What's the interactivity? The baddies doesn't die. Better get back to my PS3.

Anonymous said:

Youtube's first game that made me want to throw my computer out of my window.

Anonymous said:

@3:06 Don't you think that expecting a YouTube game to be the same as a PS3 game is a little much? For what it is, this game is brilliant.

Anonymous said:

July 4, 2011 3:13 PM, we're not expecting a Youtube game to be the same as a PS3. In this world full of good choices, I'll pick a PS3 over this...or a Yahoo Online game. Aren't you aware that there are thousand more online/ internet games out there?

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