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Advertising and Marketing
A failed viral ad: the Lenovo red laptop girlPosted by Banyue, May 7, 2008 4:40 PM
 You're famous now On 24 April, just before the May Day holiday, a post titled "Hunting for the Red Laptop Girl for seven days without eating or drinking" was published at the Soho Digital Community. The thread, which has accumulated 2,586 replies and 2,157,856 clicks to date, consists of candid snapshots of a pretty girl whom the photographer is stalking. Lenovo's new ideaPad U110 laptop, in a fashionable red color, appears in practically every picture. Hecaitou wrote on his blog:
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Comments on A failed viral ad: the Lenovo red laptop girl
Those photos are really obviously staged. They tried too hard and ended up with something too professional!
It seems to be a pretty high ROI campaign for me. North or 2MM clicks, and 2.5K replies? If you run a traditional campaign this would cost 200K USD or more. Sounds to me like Lenovo spend much less on this viral campaign. Sure it was not perfect. They are trying out a new medium and make some mistakes. If they are smart they will see the negative feedback as well and do it better next time.
Curious about Sam Flemming's take.
No publicity is... failed publicity?