Embracing #Goodweird with Lenovo
Lenovo’s range of YOGA products aim to make people’s lives better in unexpected ways; whether it’s a laptop with 4 different modes, a 360° watch-hinge, a built-in projector on a tablet, or a tablet which you can write on with any object, they all help Lenovo stand-out from the crowd in a competitive marketplace.
So, how do you bring this to life on social in a fun and unexpected way?
Enter #Goodweird, a unique way of celebrating things that are good, but at the same time are also a bit weird.
BUTTER STICKS: #Goodweird or not? Share your #Goodweird ideas for a #LenovoSurprisehttp://t.co/P36SUimYRapic.twitter.com/pAo0hJNqDP
— Lenovo (@lenovo) September 15, 2015
One of the main challenges we faced was that #Goodweird is subjective; what might be #Goodweird to me may not be to others. So we asked followers to send in their ideas, and rate others on a Tinder-style central hub, which we called the #Goodweird Project.
One of the key objectives of this campaign was to clearly communicate how the YOGA range’s #Goodweird features could be used to make people’s lives better in real-world scenarios. So we shared some of the best #Goodweird examples of people using Lenovo products in unexpected ways, including Paul, proprietor of the World’s Smallest Cinema, powered by the new YOGA Tab 3 Pro’s built-in projector.
Or how you can write on the YOGA Tab 3 with Anypen technology…
THANKS TO THE YOGA Tab 3’s Anypen tech, no more dirty smears on screens. That’s #Goodweird http://t.co/YTQdhbJp0I pic.twitter.com/ojsaFDBX6v — Lenovo (@lenovo) October 14, 2015
To amplify this across Lenovo’s social channels, we also sought the help of social influencers to reach new audiences and share their unique take on the YOGA products’ #Goodweird features.
This new YOGA Tablet 3 Pro with projector from Lenovo is MAGICAL! #Goodweird#collabhttps://t.co/PUrBsSRrUr
— Jeremy Olenski (@JeremyOlenski) September 9, 2015
But to take the campaign to the next level, we wanted a big idea…. an idea that would bring a #Goodweird twist to a hot topic in the industry. Lenovo specifically asked for a real world stunt that would create great, emotive social content.
So we came up with the idea of #Goodweird Reality, an unexpected take on virtual reality, showcased live at Victoria Station on 9th October, one of the busiest train stations in London.
Huge crowds came to see participants test out the ‘latest in virtual reality technology’, but little did the participants know, all wasn’t quite as it seemed as on-looking crowds got a front-row seat to what the #Goodweird twist actually was, (no spoilers here, you’ll have to watch the video to find out…)
With over 3.6 million engagements, and 20 million video views so far, the #Goodweird campaign has been a huge success, highlighted by Lenovo recently being named as one of Interbrand’s Best Global Brands of 2015.