Intel has launched a new campaign that creates a personalised movie for Facebook users, drawing upon their social media data to create ‘Me The Musical’. The campaign, which launched in Japan to promote its new Ultrabook, takes Facebook users on an entertaining journey, via song and dance, through world events. Along the way, it adds a personal touch by including friends from Facebook and reminders of significant individual milestones.
YouTube case study | http://www.intel.com/musical/r/index.htm">Facebook campaign
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Brand: Intel | Media: Facebook app and video | Country: Japan | Sector: Computing | Agency: projector, Nexus Productions | Format: Video and social media
It begins with the user's date of birth and moves through a series of musical scenes which draw on the key themes of each decade from the 1950s to today.
"Me The Musical" is a world first, according to Jayant Murty, Intel’s director of brand strategy and integrated marketing for Asia Pacific, and its purpose is to entertain. "It is important to celebrate an interesting past with an eye on the future, " he said.
"Life moves very quickly, so it’s fun to take time for a diversion once in a while, " said Stephanie Gan, Intel's Asia-Pacific Advertising Manager.
Facebook users visit intel.com/musical and log on using their account (the application adheres to Facebook’s privacy guidelines and Intel’s own privacy policy). Me The Musical’s opening scenes show a mythical stork making a special delivery on the user’s date of birth.
Throughout the experience, the user is represented by a simple avatar and is accompanied by other avatars adorned with images of their Facebook friends. The group moves together down a path which represents the passage of time.
Me The Musical features iconic moments including the moon landing, creation of the World Wide Web, rise of email and, of course, introduction of Facebook itself. In keeping with Intel’s role as a "sponsor of tomorrow," it ends with a symbolic step into the future.
"At its heart, 'Me The Musical' is a celebration of shared experiences and of the things that unite us," Murty said. For example, a love of nostalgia, of storytelling, and music and dance are themes common to many of the world’s cultures.
"It is an experience that is both general and very personal at the same. By including selected elements from your own personal profile, 'Me The Musical' helps to show your life against a broader context of what was happening in the world at the time."
"Me The Musical" also serves to highlight the enormous impact technology has made in people’s lives and look to what Intel says is a new era in computing.
"The invention of the microprocessor has changed our lives remarkably," Murty said. "Today it is hard to think of a life-changing innovation which isn’t being assisted by computers. But computing itself is evolving and new devices called Ultrabook represent a new era."
Watch the trailer here
