Role: Director / Digital Producer
Lenovo wanted to increase awareness of its first ThinkPad laptop designed specifically for students, as well as demonstrate its commitment to education amongst key education decision-makers and influencers: Principals, IT Directors, teachers, parents and students. The Woo created a multi-platform program with a single microsite hub that simultaneously engaged multiple audiences. Program elements include a $50K Technology Makeover Contest for schools, an interactive product tour, as well as lesson plans (including free classroom materials) for teachers to inspire K-8 students to ‘Dream to DO’ great things. The program earned high marks all around – lesson plans averaged 400 teacher requests per day, and the contest garnered thousands of entries in addition to millions of media impressions.