• by Laurie Sullivan  @lauriesullivan, January 10, 2012

After acquiring IBM computer technology and patents years ago, Lenovo built a solid reputation in the commercial space. Now it wants a bigger piece of the consumer space through laptops that turn into tablets and smart TVs. 

Some of the products highlighted at the Consumer Electronics Show have been designed with social media in mind. Take, for example, the Lenovo IdeaPad Yoga, a multimode notebook with a 360 degree flip-and fold-design that turns a laptop into a tablet with help from Microsoft Windows 8. The product ships later this year in sync with the new operating system.

While San Diego-based firm Covario supports search engine marketing efforts for Lenovo, the products company recently forged a direct line to consumers, ages 18 through 35, through social media. Tracey Trachta joined Lenovo about eight months ago as VP of consumer marketing to breathe life into the company's consumer product line. It's important to build the brand's personality," she said. "We recognize it's the youth who will build the brand for us."

Lenovo's products remain the only technology approved for use on the International Space Station. The company designed a social media campaign inviting kids worldwide to submit ideas for science experiments, in part, through a partnership with Google. Kids submit their videos on YouTube.

More than 20 judges from educators to scientists, such as Stephen Hawking, will review submissions from about 8,000 registrations. The group will reduce it to 60 finalists. The videos will post on Lenovo's YouTube channel, so those who entered the contest can share their ideas, and people can vote on them. 

The crowdsourced vote will contribute to deciding the ultimate winners.  Semifinalists get a trip to Washington, D.C., along with a few other perks. Finalists will have the option of seeing their projects leave Earth for the International Space Station, or used in astronaut training.

Trachta hopes this type of campaign will help define Lenovo for young demos as a creative technology company.