Intel Launches ‘The Escape’ – A YouTube First

June 16th, 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 Intel’s earlier film, “The Chase,” “The Escape” breaks through YouTube’s third wall and makes the audience the hero, remotely piloting drones and brawling with assailants to assist the film’s 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.”


The Hierarchy Of Digital Distractions

March 25th, 2011

This article was first published in ClickZ Asia where we contribute content.

Anyone who has studied basic marketing or psychology would have come across Maslow’s (in)famous Hierarchy of Needs “Brand Gap“.

Whilst somewhat controversial and lacking in academic rigour, it has provided a useful starting framework for marketers to understand consumer motivations.

But with the theory now over 60 years old, it doesn’t take into account the massive impact of the Internet on everyday life. It’s time to update this old chestnut for the 21st century. As no one else seems to have claimed this particular version, I’d like to cheekily introduce you to Eric’s Hierarchy of Digital Distractions.


Why HK needs to be bowled over

February 22nd, 2011

This article was originally published at, where we contribute blog content.

It’s been quite a month. We’re still eight days out from the end of February, and we’ve seen – in no particular order – the digital generation toppling Egypt’s autocratic regime, the collapse of Borders (the bookshop, not the lines in the sand), and the surprise announcement of a new Radiohead album.

And, in case you missed it,  there was the Super Bowl.


Calling James Cameron

January 28th, 2011

This article was originally published at, where we contribute blog content.

It’s that time of year. As entry deadlines for the major award shows loom closer, agency creatives are madly nipping and tucking their award entry videos to perfection.Some of these videos will showcase stunning creative work. Some will feature rubbish. And some of them will look so epic, the video itself will outshine the work being showcased.

Think of this last type as the Avatar of award videos – big-budget orgies of animation and special effects that would make James Cameron proud. (Next thing you know, they’ll be shot in 3D.)

As the old joke goes, “if there was an award for award entry videos, this would get gold.”

You often can’t help but marvel at these masterpieces of visual hyperbole, even when the work they depict is about as good as Cameron’s first film, Piranha 2: Flying Killers.