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Intel Launches The Escape - A YouTube First

Immersive, impactful interactive campaign draws users into a new world of visual possibilities with Intel NEWS HIGHLIGHTS: The Escape is an immersive, entertaining thriller which allows its audience to take part in the adventure. The Escape integrates YouTube, interactivity and social networking into a single seamless experience for the first time. Developed for Intel by Tribal DDB and DDB Hong Kong it is designed to highlight the features of the 2nd Generation Intel Core processor family. Hong Kong and New York, June 16, 2011 -- Intel today launched The Escape, an immersive, entertaining thriller which allows its YouTube audience to take part in the adventure. The Escape integrates YouTube, interactivity and social networking into a single seamless experience for the first time. Inspired by Intels earlier film, The Chase, The Escape breaks through YouTubes third wall and makes the audience the hero, remotely piloting drones and brawling with assailants to assist the films femme fatale in her mission. Discussing the video, Stephanie Gan, regional manager of advertising and digital programs for Intel Asia Pacific, said: We wanted to connect with consumers in a personal, engaging and interactive way while demonstrating the visual capabilities of the 2nd Generation Intel Core processor family. While YouTube offered the perfect stage for creating this experience, it was important to make some of the interactions social with Facebook integration. Just as Intels 2nd Generation Core processors transform your computing experience, this campaign will transform the way you look at the YouTube platform. Youve never seen YouTube quite like this, she continued. In addition to interactivity, The Escape integrates elements from the viewers social networks, including the option to add pictures of their friends in certain scenes and earn achievement badges to post to their Facebook profiles. It also contains hidden clues for viewers to unlock additional content as they play. The Escape experience was developed for Intel by Tribal DDB and DDB Hong Kong.

Tim Cheng, executive creative director at Tribal DDB Hong Kong, said: To do justice to the visual benefits of the 2nd Generation Core processors we knew we couldnt merely tell the product story in a passive, traditional manner. We needed people to experience these benefits in an emotive way, and thats why we made the audience the hero of this video. In seamlessly bringing together film storytelling, interactive adventure and social networking, weve created a product experience that everyone can enjoy. Its exciting, entertaining, engaging, and it explains technical benefits in a non-technical way, Tim added. The campaign features with the tagline Escape to a new world of visual possibilities. Launching on June 16, it will run regionally with media spend in India and Australia. About The Escape A femme fatale, two ruthless heavies and you. These are the stars of a new film experience from Intel called The Escape. This immersive YouTube thriller makes the audience the hero of an adventure that integrates film, interactivity and social networking into a single seamless experience. In The Escape, the lead character you must rendezvous with a nameless female secret agent and collect a mysterious envelope. As the two of you are chased by heavies, your view of the world is transformed by Intels 2nd Generation Core processors, allowing you to outwit your pursuers and save the day. The entire experience has been created to take advantage of the users social networks. Users can earn achievement badges that they can post to their Facebook profiles, and include their friends profile pictures on robots featured in fighting scenes. The adventure contains hidden clues and treatsthat allow players to unlock additional content and see a richer view of the world of The Escape. For example, QR codes built into the creative allow you to see your pursuers through walls. Be there for the world premiere of The Escape on June 16, 2011 www.youtube.com/inteltheescape Credits: Client Executives: Jayant Murty, Stephanie Gan Executive Creative: Directors: Tim Cheng, Jeffry Gamble Account Service: Joanne Tong Creative Director: Jamal Hamidi Art Directors: Elizabeth Commandeur, Maurice Moynihan Copywriter: Thomas Selby Technical Manager: Tony Wong

Programmer: Chui Yee Tang Interactive Designer / Flash Developer: Gary Law, Stella Yuen Project Manager: Sean Chan Film Director: Lee Chun Chung Film Production: Hyena Films Post Production: PO Post Production Digital Production: Tribal DDB Hong Kong Creative Agency: DDB and Tribal DDB Hong Kong
About Intel Intel (NASDAQ: INTC) is a world leader in computing innovation. The company designs and builds the essential technologies that serve as the foundation for the worlds computing devices. Additional information about Intel is available at newsroom.intel.com and blogs.intel.com. Intel and the Intel logo are trademarks of Intel Corporation in the United States and other countries. Other names and brands may be claimed as the property of others. Contact Paul Mckeon APAC PRM paul.mckeon@intel.com Alice Ridgway Howorth Communications alice@howorth.com.au