Role: Director / Digital Producer
To launch Lenovo’s IdeaPad K1 Tablet, we created an integrated program partnering with Southwest Airlines. We hired stand-up comedian Owen Benjamin to travel aboard Southwest flights, interact with passengers on planes and in terminals, create videos, tweet and take photos using his trusted Lenovo tablet. He was on a mission to break a World Record for visiting the most airports in 30 days and put the tablet to the test by creating content continuously throughout the program. The program launched during the key holiday timeframe garnering millions of impressions, national press, online conversations and buzz.