给公司博客写的文章，可写死我了，词汇那叫一个匮乏，英文还得锤炼一百遍才行，要不然太累了…

7th, Sep, a user called “Awesome Little Y (彪悍的小Y)” posted a thread in Tianya, the biggest online community in China, said that he got many “sofas” (sofa means the first reply of a post, can also see here) in Tianya last night. And to show off his “speed” (彪) and “awesomeness” (悍), he published several screen-shots of the “sofa” he made. In some postings, Little Y got the first reply in only half an minute after the posting was published and he replied many threads in a short period, which is really amazing.

This aggressive (kind of) thread prompted a strong reaction of other Tianya users immediately, some people said “grabbing sofa” was sheer nonsense, some thought this Little Y might be crazy, but more people were really amazed and wondering how he did it. This thread received 1,980,680 views and 2,219 replies in one week and suddenly “Awesome Little Y” became notable in Tianya.

After that, Little Y posted some other threads, which were all for approving his awesomeness, like “I will reply every new posting that mentioned Little Y in the title” and “Lengenary photos of “awesomeness religion”“, both got more than 1.5 million views and 1,000 replies.

At the same time, another posting appeared in ChinaRen forum, posted by the same ID “Awesome Litttle Y”, who said he’s a white-collar. This guy did a lot of crazy things like everyday running to the office, puttig a DIY notebook holder on his bed to get a better view and making notebook shape lunchbox for the girl he loved. Its performance was even better: 30,000 replies and 4 million views.

Who the hell is “Awesome Little Y”? Everyone is asking, but no one knows. In a posting of Tianya, one user raised this question, then it got more than 500 replies an 2 million views. Little Y was even reported by a traditional media – Liberation Information Morning News.

Some people thought all of these were hyped by Lenovo, because one of its product Y450 is keeping appearing in the posts. It turns out to be true. After making Little Y famous, Lenovo launched a series of campaigns and PR activities on QQ, Yesky and many other sites to promote Little Y – Y450, all the campaign taglines are: Awesome Little Y, not a legend anymore (彪悍的小Y，不再是传说).

Lenovo created a new internet star after Jia Junpeng, and aroused a lot of buzz and discussion round awesome Little Y. Now there are 2,760,000 results on Google and 61,600 results on Baidu for 彪悍的小Y, and it’s still increasing.

One smart move of Lenovo is that they didn’t waste the curiosity of users they attracted. By buying relevant keywords like “小Y” on Baidu, much buzz round the topic can be converted into traffic to Lenovo’s campaign site. With SEM, the BBS marketing will be more powerful and sustainable.

Lenovo made a new character popular in a very short time, and link its characteristic with brand wisely, in terms of awareness and engagement, this community marketing campaign is truly successful.

And lastly I wanna say, now it’s really really difficult to make one viral campaign look like real events rather than an advertisement, the masses have sharp eyes.

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