The branded entertainment space is becoming more crowded every year, which makes finding a distribution partner a critical piece of any branded entertainment campaign. To get What Lives Inside in front of the biggest and best audience possible we teamed up with HULU to distribute the film.

To pay off the creative message and deliver unexpected content/experiences to our target audience, we acted as content distributors instead of media planners. After exploring relationships among a short list of digital video broadcasters with high organic composition of our target, we were able to develop an exclusive distribution partnership with Hulu, which promoted and hosted our film content as it would any other original programming. To launch the film, director Robert Stromberg invited the audience to contribute their own creature ideas for the film via Instagram, Twitter and whatlivesinside.comwith the hashtag #whatlivesinside

As anticipated, our target audience rewarded both Intel & Dell brands, as well as their tablet product. We encouraged over 1.5MM social interactions, 6,000 user submissions, 1,150 articles in the press, over 43MM total views in the US. Initial results from a brand study by Millward Brown identified strong lifts from a control to exposed audience in Intel& Dell brand favorability (+7.5%), perception these brands “have the best set of product features” (+13.4%), are brands “I admire” (+10.7%), are “innovative companies” (+20.5%) and finally a lift in intent to purchase the Dell Venue 8 tablet (+10.4%).