Dell Social Media Case Study 2011 Movie

What Lives Inside is the fourth installment of Intel’s “Inside Films” series, dating back to a partnership with Toshiba, and agency Pereira & O’Dell, that started in 2011 with Inside, starring Emmy Rossum and directed by D.J. Caruso. It was followed by 2012’s The Beauty Inside starring Topher Grace, and 2013’s The Power Inside starring Harvey Keitel.

This year’s film, divided into four episodes, is about the son of an absentee father (Hanks) who finds himself on a journey of self-discovery after the death of his father (Simmons), a well-known and acclaimed children’s puppeteer who was widely celebrated for his creativity. The son discovers a mysterious world of his dad’s creation and finds himself on an adventure that will soon unlock his own creativity.

Pereira & O’Dell chief creative officer PJ Pereira says one of the biggest challenges this year was finding another fresh way of bringing the same premise–Intel tagline “It’s what’s inside that counts”–to life. “We had to find a role to make the product not the subject of the story we are telling, but a character,” says Pereira. “Because characters are what the audience will remember and love months after the campaign is gone.”

In addition to Oscar-winning talent, each Inside Films series featured a social element, soliciting submissions from people for the chance to see their photo and videos for the film, or even audition for a part. This year, it worked a bit differently. “This time, because the central theme is their creativity, that’s what is on display. Their drawings, as if they were all kids that have submitted ideas to the character played by J.K. Simmons,” says Pereira.

Just six weeks after Stromberg issued a challenge online, the film received thousands of creature submissions and more user-generated content than the two previous films combined. “This project always felt more like a film than an ad, with its longer format, incredible cast and extensive visual effects,” says Stromberg, who won art direction Oscars for Alice in Wonderland and Avatar. “The whole interactive angle is also super interesting to me. We’ve had over 6,000 submissions of art work, which is crazy! I just think that’s a much better indicator of engagement than throwing a project into testing. I love how it lets people be an active part of the final product. Any time I can be a part of inspiring others to get in touch with their creative side, only inspires me more as an artist.”

The film debuts on Hulu, with new episodes weekly for four weeks, then starting May 6 the full series will be available on and YouTube.

Examining best practices in social media measurement, microblogging, communication, reputation management, mobile media, collaboration and more

Since 2006 the Society for New Communications Research has evaluated and judged the most creative and effective social media efforts across the corporate, media and academic landscapes. Its Excellence in New Communications Awards program, announced each year at NewComm Forum, honors pioneering uses of social media, mobile media, online communities and collaborative technologies in such areas as business, media, entertainment, education, social initiatives and governance.

I’ve been a senior fellow with SNCR since 2006 and regularly speak at its annual SNCR Research Symposium & Awards Gala. The roster of SNCR fellows, who judge the rich, detailed case studies submitted in the contest, include some of the best and brightest analysts and consultants in the social marketing constellation.

Whether you work in management, marketing, corporate communications, PR or elsewhere, you’ll find useful, actionable takeaways in each of these case studies. Click through to see how these companies and organizations, often with the help of a digital marketing team, designed and implemented best-of-breed strategies and campaigns.

Contact us if your business needs a deeper dive into any of these areas.

Update: SNCR has put these reports behind a firewall since this article was published.

2012 winning case studies

Case studies of winning entrants in the 2012 Excellence in New Communications Awards.

2011 winning case studies

Case studies of winning entrants in the 2011 Excellence in New Communications Awards.

JD Lasica, founder of, is now co-founder of the cruise discovery engine Cruiseable. See his About page, contact JD or follow him on Twitter or Google Plus.

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