— Lenovo (@lenovo) October 29, 2013
Actor Ashton Kutcher is as much known for his on-screen skills as his off-screen antics, most of which revolve around technology and his various entrepreneurial endeavors. In fact, along with his 15 million Twitter followers, Kutcher just wrapped up his role depicting Apple’s Steve Jobs in a biopic.
The number of people interested in Kutcher’s tech-driven activities did not go unnoticed by Lenovo, which struck a deal with Kutcher to serve as the computer maker’s new brand ambassador and one-man focus group. On Tuesday night, the company livestreamed a press conference annoucing the relationship before shipping the actor to China to toy around with its new Yoga tablet and share his thoughts with product engineers.
“Ashton Kutcher is the ultimate super user,” David Roman, Lenovo’s chief marketing officer, told Ad Age. “The super user is helpful to us in defining products and experiences that consumers want. His sense of what technology can do through his own use and the technology he’s seen through his other startups [helps us.] And his celebrity helps us in marketing.”[more]
Lenovo, the world’s No. 1 PC maker (fourth in the US), is playing the Kutcher card for all it is worth, following him on his “first day on the job” and releasing details via social media. With the addition of Kutcher, the brand is hoping to collect the attention of younger consumers—much like Nikon did when Kutcher served as its frontman—particularly as it gears up toward releasing its first smartphone in the US. Along with the Kutcher announcement came the unveiling of two new models of the Yoga tablet, USA Today notes.
“This partnership with Lenovo brings together my love of technology and design that makes your life better,” Kutcher said in a statement. “I can’t wait to dig in and help Lenovo develop future mobile computing products, starting with the Yoga Tablet. Lenovo is all about innovation and strong leadership. Entrepreneurship is part of their DNA, and I couldn’t ask for a better fit.”