In 2012, Intel introduced the Ultrabook, a computer touting sleekness, style and speed. It marked Intel’s shift from a technology “ingredient” into a starring role as the company that invented the Ultrabook product category. The agency was charged with educating the consumer about this revolution in laptop form and function.

The agency spearheaded an unconventional branded entertainment strategy, developing innovative long-form experiences that blurred the line between advertising, education and entertainment. Through research the agency knew that our target could care less about tech specs. They care about the personal experiences that technology facilitates and how those experiences enrich their lives.

The agency and Intel partnered with Microsoft to produce Discovered. Together, we invented a revolutionary content format that blended live film with the advanced gaming technology that had Ultrabook messaging infused into the experience’s DNA.

The end result? Subtle product integration in uniquely crafted cutting edge entertainment brought the Ultrabook to center stage.

As the first-ever branded, full-motion interactive film created on Microsoft’s Kinect for Xbox 360, fans were lured to the program through Homepage roadblocks on Xbox Live and media in various Xbox Live channels. An Xbox Branded Destination Experience (BDE) was created to house the games’ trailer and related Intel content. Additionally, Discovered stands apart as the first-ever FREE Xbox Live Arcade title.

Other elements that promoted Discovered include:

• An original documentary web series featuring 13 stars giving tips on their rise to fame.

• A kiosk-based “Discovered” game experience at celebrity and college-focused events.

• Discovered-themed mobile games for iOS and Android

Campaign results exceeded all expectations for Intel, the media agency, and Microsoft

• Consumers spent over 1.2m minutes playing Discovered – that’s the equivalent of 849 days or 2.4m 30" spots.

• Unique users logged an average of 21' playing Discovered – besting the CPG average of 11' for comparable Xbox experiences.

• Over 4.2m people visited the Discovered website and Xbox BDE with over 1.8m views of the game trailer and web series content.

• Over 200,000 consumers opted-in to the Discovered sweepstakes to win Intel Ultrabooks, Xbox 360s with Kinect, and Xbox Live points.

• Influencer events across the country and the Discovered collegiate tour generated over 61m media impressions and 4,000 unique game sessions.

Ad Age awarded Discovered a Creativity Pick of the Day and Creativity Online applauded the program’s unique marrying of creative and talent. Celebrity-focused sites, including US Weekly, People, Access Hollywood, Deadline.com, and more featured photos of stars participating in the Discovered experience.

Our featured stars are touting the program on their own Facebook and Twitter pages, posting links to their Discovered documentaries and encouraging earned media recognition for Intel.