In 2011, as Intel unveiled the all-new 2nd Generation Core Processor Family, smartphones were gaining ground rapidly as a computing platform. For their primary target audience of tech savvy parents, research showed that they were most effectively influenced when the processor's benefits are demonstrated which directed us to find the right opportunity to bring the benefits

of Intel's new high-speed, multi-tasking processors to life during relevant mobile computing moments .

In order to deliver a breakthrough mobile computing experience while maintaining relevance with their daily smartphone behaviors, we identified casual gaming as the ideal platform to tap into their passion points. We also selected the Apple iAd as —an ideal canvas for rich, sophisticated, and high-impact multimedia experiences where we could blur the lines between content, gaming and brand promotion.

To prove the incredible power and speed of Intel's new processors, we

created an immersive mobile game that transforms the everyday audience

into an action hero, armed with the powers of the 2nd generation Intel®

Core™ Processors. The end result was an original and addictive iAd known as

'The Escape' an interactive, mission-based game. By simply tapping onto a

standard mobile banner, the player is transformed into a femme fatale whose sole mission is to recover the Intel Processor. Two dangerous enemies are hot on her heels and her only escape is the completion of four missions using Intel Turbo Boost, Smart Multi-Tasking, and Built-In Gaming (features native to the 2nd generation Intel® Core Processors). Players are immersed in 'The Escape' through video vignettes and first-player games, which utilize all of iAd's advanced technologies (the gyroscope, accelerometer, and multi-touch interface). Intel's processors play a vital role in empowering users to triumph in each mission and remain front-and-center throughout the game.

'The Escape' game was a huge success and crushed all anticipated results.

Within 3 months, over 5 million consumers engaged with the rich media

game, playing almost 3,000 hours of 'The Escape.' It outperformed historical

and concurrent TV campaigns - boosting nearly 4X stronger Intel preference

than TV ads. Additionally, the game was favored over online video ads by

almost three fold and bested the overall iAd averages in key categories by

over 200%. In the short 3 months that the iAd ran, 'The Escape' gaming

experience increased Intel brand awareness, interest, and engagement and

was touted in the industry as 'Intel's most ambitious and imaginative mobile

advertising campaign yet.'