On Friday, The Onion is rolling out the second season of its original web series “Tough Season,” a mockumentary about one man’s quest to become champion of his fantasy football league. Despite the trademark Onion humor, the show didn’t spring from The Onion’s editorial staff. Instead, it was produced by The Onion Labs, an in-house creative and marketing agency, on behalf of Lenovo.
For its pains to sponsor “Tough Season,” Lenovo has also become the butt of several jokes.
In the first episode of season one, for instance, main character Brad Blevins boasts of his mental and visual dexterity while turning over a Lenovo tablet in his hands. “I’m prepared for roughly 582 different scenarios on my Lenovion,” he says, mangling the sponsor’s name. “I got a whole crate of these. They’re sponsoring this whole team — for some reason.”
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