NAPA, CA – -With many young consumers not watching 30 second TV spots, Lenovo is experimenting with the creation of 7-second Vines to build awareness for the company’s October 30 announcement which is speculated to be a new line of tablets. The Vines, published on the computer maker’s YouTube channel, have been created by Lenovo’s agency Digitas.
The use of Vines was was explained in this interview with Gary Milner, Director of Global Marketing for Lenovo. We interviewed him last week at the TubeMogul executive retreat where he was a speaker.
Here is our first interview with Milner, where he speaks about the opportunities around programmatic.
Lenovo Taps Ashton Kutcher
The company is announcing the new product on October 29 at 10 pm. ET in a live webcast featuring Ashton Kutcher with music by Hunter Hunted, from the YouTube studios in Los Angeles. Kutcher’s celebrity role with Lenovo was reported in July.