Bringing customers into the debate; Lenovo reaches out to consumers in its quest for ThinkPad success.(IBM ThinkPad )

Advertising Age, February, 2006

The IBM ThinkPad Z60 has done so well that Lenovo is having lots of fun with it, turning the internal debate-whether to introduce the black versus titanium-into a nifty little viral marketing campaign. Although the company hedged its bets by making the product available in both varieties, users can go to www.whichsideareyouon.com and not only vote their preference, but also find out how the rest of the world voted.

The U.S. map spoofs the red-and-blue state concept, and in the first six weeks, scored more than120,000 visits. (Titanium is winning, two to one.) Even more fun, users can click on a Persuadatron, and send animated, customized e-mails-like a big, boring, bossy CEO with an imperious British accent, who accuses people of insubordination and reminds them...

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