Technology companies have been known for marketing spots filled with green and black binary shots, colorful wires and the sounds of typing on keyboards. Directed by a Sundance-winning director, “The Beauty Inside” web series hacked the typical techno box. Intel and Toshiba seamlessly placed their products into this romantic, social film.
As Alex’s identity changes every day, viewers could submit their own videos to have a chance to be in the next episode – making them the center of the campaign. There are no cheesy lines about how much the main character loves his Intel Dual Processor. There is no speedy talk at the end listing laptop specifications. The computer simply fits into the story, organically. In this way, Intel and Toshiba have obviously learned the most important rule of branded content—the story isn’t about you.
We’ve all seen those token marketing images that scream feminine hygiene —blue water, horseback riding and groups of women playing volleyball. The startup company HelloFlo took feminine hygiene to a more relatable and humorous place by shattering that little blue box.