Intel: 'The Escape'

The Escape from DDB Hong Kong is an immersive, entertaining thriller which allows its audience to take part in the adventure.
The Escape integrates YouTube, interactivity and social networking into a single seamless experience for the first time.
Developed for Intel by Tribal DDB and DDB Hong Kong it is designed to highlight the features of the 2nd Generation Intel Core processor family.
HONG KONG, June 15, 2011 – Intel today 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.”
“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.
About The Escape
A femme fatale, two ruthless heavies and you. These are the stars of a new film experience from Intel, called The Escape. This immersive YouTube thriller makes the audience the hero of an adventure that integrates film, interactivity and social networking into a single seamless experience.
In The Escape, the lead character – you – must rendezvous with a nameless female secret agent and collect a mysterious envelope. As the two of you are chased by heavies, your view of the world is transformed by Intel‟s 2nd Generation Core processors, allowing you to outwit your pursuers and save the day.
The entire experience has been created to take advantage of the user‟s social networks. Users can earn achievement badges that they can post to their Facebook profiles, and include their friends‟ profile pictures on robots that feature in fighting scenes.
The adventure contains hidden clues and treats –– that allow players to unlock additional content and see a richer view of the world of The Escape. For example, QR codes built into the creative allow you to see your pursuers through walls.
Be there for the world premiere on June 15, 2011 www.youtube.com/inteltheescape.