Lenovo, the world’s largest PC maker, tasked TTC with the launch of their new convertible PC line, including the hyper-flexible Yoga. To create awareness prior to retail availability, TTC re-imagined commonplace tactics that bridged traditional PR and social media to develop a strong, online word-of-mouth campaign.
Foregoing a conventional press conference, the line was unveiled at the Lenovo Yoga Studio, a collaborative lab of high-profile visionaries creating music, art and design with the machines. Tapping creatives outside of the tech space to review the machines via social media, followed. And, illustrating the machine’s flexibility in the tightest of places, Lenovo flew coach, rewarding the highest-flying frequent travelers with new PCs for their 30,000 feet mobile offices.
The multi-phased initiative drove sales, making the Yoga the best-selling Windows 8 PC for Best Buy, its exclusive retailer.