Lenovo, the #2 PC maker, recently implemented a new YouTube marketing strategy that is rapidly becoming a must-read case study for all social media marketers. They gained hundreds of thousands of YouTube views without doing any marketing at all...
Sept. 4, 2012 - PRLog -- Lenovo created a competition called 'Seize The Night', asking fifteen finalists to create an alternative ending to a video, with the winner being the entrant with the most views. One of the video producers, Joshua, organised and filmed a massive cycle ride in London he organised on a Lenovo laptop. Featuring hundreds of cyclists, the video has quickly taken off, going viral and spreading the Lenovo brand for free.
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?