Lenovo prepared to launch a new lineup of products, the super-high-powered P Series workstations. A third wheel in terms of percentage of the workstation category, up against larger marketing budgets and greater awareness because of their larger customer bases, the big boys had all the attention. Lenovo needed a way to break through and communicate the P Series’ superiority. Because seeing is believing, we worked with Lenovo to provide a 3D interactive video- and animation-based tour on a microsite and on iOS and Android apps. We needed to create an experience that ThinkStation’s target verticals would remember and want to share. PR and social media allowed Lenovo to surge past HP and Dell in online mentions during the week of the launch.