Intel iAd: The Escape

Objective

Intel launched The Escape to introduce its second-generation Core Processor family to tech-savvy mobile consumers. The campaign aimed to make processor capabilities—speed, multi-tasking, and gaming performance—tangible and engaging through interactive storytelling rather than traditional advertising. The company needed to reach a mobile-first audience at a time when Selectives were investing heavily in mobile multimedia and gaming.

Solution

The Escape was a no-download interactive game delivered via Apple iAd banner ads, requiring just one click to enter the experience. Players took on the role of a protagonist recovering a stolen Intel Core processor while evading enemies. The game featured four skill-based missions: computerized lock-picking, combat scenarios, drone piloting, and recruiting Facebook friends for battle. Each challenge integrated video vignettes with first-person gameplay, utilizing iAd's full technology stack (gyroscope, accelerometer, multi-touch interface) while demonstrating Intel Turbo Boost, Smart Multi-Tasking, and Built-In Gaming features. The campaign ran for three months across the iAd platform.

Results

Within a three-month period, the campaign generated 5+ million consumer engagements with approximately 3,000 hours of total engagement. The experience exceeded overall iAd performance averages in visits and time spent, showing a 200%+ increase in page views compared to standard iAd benchmarks.