Call it cheesy or lame, but Lenovo YouTube marketing campaign scores big in Taiwan. Leveraging on a popular drama serial in the country, Lenovo blatantly employed a product placement tactic in two YouTube videos. In the video, the characters use the Lenovo Thinkpad as protection cover during an earthquake. The point, obviously, is to show how tough the Lenovo Thinkpad is. If that wasn’t enough to show the Thinkpad’s toughness, one scene also shows that the product remains functional even after water is splashed on the keyboard.
The popularity of the videos wasn’t boosted by YouTube though. It only has about 60,000 views on the video site. Nonetheless, the Lenovo Thinkpad videos managed to get coverage on TVBS (Taiwan’s news channel), for five long minutes.
Besides walking through how “awesome” the videos are, the reporter also went the extra mile to promote the product. Lenovo Thinkpad was also shown being used as a chopping board and paper cutter back. The Lenovo Thinkpad survived it all.
It’s a good results for the Lenovo Thinkpad team. But I do have doubt whether the TV news report is purchased rather than picked naturally by the media. 30,000 views isn’t too viral to capture the media’s attention. The stunts done on the playbook are certainly media worthy, though.
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