Lenovo believes that different is better so to promote their new line of gaming products it was natural for us to look for unexplored routes. The target audience (young gamers) prefers reviews from trusted sources to traditional product advertising, so we thought why not make reviews into ads? Our way of different was to take real reviews and turn them into metal with honest lyrics about Lenovo products.
The videos were posted back to the journalists responsible for the reviews, which they then couldn't help themselves from writing yet again about to their readers. The buzz then spread all over.