This marketing strategy is notable for a variety of reasons: The video producers create and market the films on behalf of Lenovo; The total number of views are spread out across a range of videos, not just one; And those that watch are the target market of Lenovo - In this case, students. As a final bonus, the video producers are from around the world, and thus each video is tailored towards their individual local culture. For example, Joshua's video features a hired 'Boris Bike' which is famous in London.
Creating a video competition, therefore, is quickly becoming a fantastic way for social media marketers to get more YouTube content seen by thousands of people (who are targeted and of value to their brand). It's comparatively very cheap, and gains a much higher return on investment. So next time you're looking at producing a video, ask yourself, could my customers be doing this for me?
Tom Church is an award-winning marketer in London, UK. He writes about the latest marketing trends and methods at http://communicationisthekey.com .