Case Study: Lenovo boosts enterprise IT engagement with StudioNorth’s Lenovo Late Night I.T.

Lenovo drives 140 million impressions with StudioNorth

Lenovo, a global technology company, sought to overcome the lack of originality in tech industry content and better engage IT decision-makers with their award-winning late-night style show, "Lenovo Late Night I.T." For the show's second season, they partnered with vendor StudioNorth to generate higher-quality, scroll-stopping content that would attract a larger audience.

StudioNorth raised the comedy quotient by introducing more unpredictability and unfiltered, disruptive content, hosted by futurist Baratunde Thurston. The solution resulted in 140 million impressions, 83.5+ million video views, and a 265% rise in social media brand mentions from season one. The show also achieved a 77% unaided brand recall rate and was picked up for airing by Bloomberg TV, successfully establishing Lenovo as a thought leader.

Lenovo