Branded Entertainment content is not something very usual in Latin America and this was the first Reality Web video in the region.Producing original TV content is almost impossible with the limited advertising budget of the company.The only option in reaching our target for such a big region is Cable TV. And it is yet expensive and not very effective.

The first part of the campaign was to cast Los Doers via social media, where the contestants should tell us their best skills to solve problems and how they use computers as a tool. People voted and word spread.In social media, we asked our audience to send their challenges and follow the shooting of the reality web 24/7 via UStream in order to help Los Doers. A digital press conference to announce our selected participants was set.The Regional YouTube branded channel for Lenovo launched with Los Doers and a digital campaign with YouTube/Google was developed.

Results: • More than 2.2m views in Latin America.• Consideration rate increased from 14% to 26%• PR generated more than 500 free publicity articles.• 5,500 positive comments in the branded channel.• Shared 33,200 times.