Our concept was simple: beat up a laptop, but to the Beat. We took the rough, tough Lenovo ThinkPad X1 Yoga Laptop. Added the Godfather of Noise: Rahzel. And tossed in 7 extreme torture tests. In the end, we had a music video and product demo in one.

Our video launched across Lenovo's Global social channels on November 14th: Facebook, Twitter and YouTube. It was posted natively, then boosted to their key targets: IT Decision Makers for Small Businesses and Enterprises, as well as younger business end users. Durability is a key consideration factor for this group, so our piece laddered up nicely to their objective. Lenovo used the last few weeks in November to see how the content performed. Afterwards, due to its initial success, their geographies lifted the video to launch on their own social channels.

To date, this video has received 998,000 reactions/comments/shares as well as 345,000 video views. In addition, survey results with key IT decision makers showed that 95-99% would learn more about the ThinkPad product and 84-94% would consider purchasing one after this video. Lastly, the piece was picked up by Little Black Book, Ad Forum and Campaigns of the World.