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The Power Inside - Tomorrow Awards
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The Power Inside
The chance to fight alongside Hollywood badass Harvey Keitel and up-and-comer Craig Roberts was an extraterrestrial success! "The Power Inside" had over 74 millions views worldwide and a 93% approval rating.
"The Power Inside" is the third social film created by Pereira & O'Dell for clients Intel + Toshiba. The trilogy of films is the longest-running branded entertainment campaign in the business. And despite all expectations, the third installment has achieved the greatest success, graduating Inside Films to blockbuster quality entertainment.

"The Power Inside" is a sci-fi comedy that tells the story of the invasion of an alien species called Uricks, which are disguised as mustaches (or unibrows). These aliens look like facial hair and attach to your upper lip or eyebrows to control your mind. The main character is Neil, who, together with his friends and with the help of technology, will need to look inside himself to defeat the invaders.

The film was directed by Will Speck and Josh Gordon (“Blades of Glory” and “The Switch”), starring Harvey Keitel (“Reservoir Dogs”), Craig Roberts (“Submarine”), Analeigh Tipton (“Crazy, Stupid, Love”), Reid Ewing (“Modern Family”) Zack Pearlman (“The Inbetweeners”), and the audience. The campaign launched on July 18, 2013 with the launch of the official trailer, followed by six weekly episodes.

Via the Facebook app, the audience was given a choice to join the fight and take a side—Guardians or Uricks—and either save the earth or destroy it. To join the team and potentially be featured in the film, people were invited to upload a photo from their computer's webcam to the film's Facebook Page. The facial recognition software then added a mustache or unibrow. Viewers could also upload videos of themselves removing a mustache to join the Guardian team, and their pictures could potentially be incorporated into episodes of the social film.
Campaign Performance

The chance to fight alongside Hollywood badass Harvey Keitel and up-and-comer Craig Roberts was an extraterrestrial success!

"The Power Inside" had over 74 millions views worldwide and a 93% approval rating. The series remained on the AdAge viral video chart for seven weeks (4X as the #1 spot).

Over 500 original press articles were generated about the campaign, and Intel +Toshiba reported a 37% increase in purchase consideration. But the best part was that Best Buy sold out of the of the Toshiba Ultrabook during the duration of the campaign.
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