2013: To co-found Zeno in Asia, we needed to win new clients. After winning Intel's regional social media account, we had a chance to pitch for the first regional social media campaign for Lenovo's Create Centre of Excellence based in Singapore. We won with a social media campaign to socialize an online movie about a spy who stole the latest Lenovo Yoga Ultrabook. The challenge was to get people to watch it one to 3 times.
The idea? The idea was to deconstruct the film's story into an actual campaign. Using a 1-second clip of a conspirator who appears in the film, we created an online persona called the Sentinel. To introduce him before the release of the movie, we orchestrated an online hijack of Lenovo's YouTube and Facebook channels with a black video which asks "Lizzie" to contact him about a new task. This social activation created a lot of organic buzz about Lenovo on their social channels before the release of the online movie on social and paid media channels. After the release of the movie which ends in a cliffhanger, viewers were asked to discover the location of where Lizzie has hidden her stolen Lenovo Ultrabooks. We then help Lenovo design and launch a Facebook game which gamified the video in a way that you have to watch it 3 to 5 times to find the clues for a chance to win one of the "stolen" Ultrabooks. We even enticed people to invite Facebook friends as agents to help them find the clients. The campaign was a great viral hit with all.
YouKu case video: https://v.youku.com/v_show/id_XNzUxMzI2OTk2.html
The idea? The idea was to deconstruct the film's story into an actual campaign. Using a 1-second clip of a conspirator who appears in the film, we created an online persona called the Sentinel. To introduce him before the release of the movie, we orchestrated an online hijack of Lenovo's YouTube and Facebook channels with a black video which asks "Lizzie" to contact him about a new task. This social activation created a lot of organic buzz about Lenovo on their social channels before the release of the online movie on social and paid media channels. After the release of the movie which ends in a cliffhanger, viewers were asked to discover the location of where Lizzie has hidden her stolen Lenovo Ultrabooks. We then help Lenovo design and launch a Facebook game which gamified the video in a way that you have to watch it 3 to 5 times to find the clues for a chance to win one of the "stolen" Ultrabooks. We even enticed people to invite Facebook friends as agents to help them find the clients. The campaign was a great viral hit with all.
YouKu case video: https://v.youku.com/v_show/id_XNzUxMzI2OTk2.html
YouTube case video: https://youtu.be/inbE0ACiVPo
