Lenovo 'Downtime Drama'
By Traction
In order to drive engagement around Lenovo servers, Traction recently created a series of branded entertainment videos illustrating how intense moments of technology failure can have a lighter side.
We called them "Downtime Drama." Mediapost recently chatted with Traction's CEO, Adam Kleinberg, "We took a content-first, 'edu-tainment' approach to engage audiences at the top of the funnel through branded entertainment illustrating the audience's pain point that's actually fun to watch," says Traction's Adam Kleinberg, "The audience connects with the brand when we develop meaningful content for them, instead of just trying to sell something." To read more about our latest campaign, click here.
Or watch the work below.
At Traction, our consistent organizing principle is around the idea that to be effective, marketing should meet the needs and desires of today’s digital consumer.
Our fearless leader, Adam Kleinberg, was recently asked by CIO Magazine to describe the differences between ad and marketing technology?
I had good fortune to be a judge in the first round of the Effie Awards. The Effie's are all about how effective work was, so in my opinion, there's no award that means more in the industry.