Integrating a Story into your Marketing Campaign

I came across a viral video the other day created and led by Intel and Toshiba. The youtube video was one of 6 videos that outlined a series and were uploaded every week from Aug. 16-Sept. 20. These videos were created in order to promote the upcoming product, the Toshiba’s Portégé Ultrabook, which had Intel software installed onto it. Unlike the multiple action-packed or humorous content you generally see online, these videos develop an online coming-of-age love story. The main character, Alex, wakes up in a different body every day, being played by 76 different fans of the bran. Each character is different and the use of different characteristics and personality is used to allow multiple viewers to relate to the protagonist. Check out the trailer of the “The Beauty Inside” series here:

Surprisingly enough, the video’s impact was huge. The video had attracted 55 million views, and for three weeks in August, it remained the top viral video, according to Visible Measures. In addition, the Facebook Fan Page had obtained 94,000 “likes” by early October, just a mere 2 months after the first video was issued.

To follow up with the video marketing efforts, the Facebook page was also used to leverage the product and develop a greater connection for users and the main character, Alex. The Facebook page had Alex, aka agency writers, posting comments related to the plot and engaging with their Facebook fans. Surprisingly, many young men were drawn into asking Alex for relationship advice, despite the fact that he’s a fictional character. The audience got into touch with his character, and developed a trust and open mind for him and the brand. I find it amazing how a simple story can touch the lives of viewers and add value to the product itself. In addition, the Facebook page also had a tab for “Alex’s computer”, which featured product information about the new Ultrabook. Check out their Facebook fan page here: https://www.facebook.com/thebeautyinsidefilm?fref=ts

If you check out their site, you’ll see that the fan page is more than just a place to broadcast when the next episode will up. The staff responsible for the website are actually making their own personality online. They’re asking, posting, and sharing with their followers. These interactions allow consumers to give feedback and stay connected with the series. For example, “The Beauty Inside” posted this:

Here’s a question I’ve been thinking a lot about. Do you guys believe in destiny? Are people “fated” to be together? Or is it all a matter of luck, of chance?

In  the end, there were 110 comments, 156 likes, and 3 shares.

Overall, it seems that an innovative marketing tactic can draw in the attention of many consumers, but it’s the story that makes them stay.  They’ve added a meaning behind the Toshiba Ultrabook, and created a consumer to Toshiba/Intel connection through the main character. Whether you’re talking about what happened in the latest episode, you’re still linking the series to the brand. How the story made you feel can lead people’s first impression of Toshiba to be similar. The number of “view counts” and “likes” towards the series are an outstanding accomplishment for Toshiba and Intel’s brand and product awareness. Who wouldn’t mind having almost 100k worth of likes on their page within a couple of weeks? : )