Lenovo, The Onion, and DigitasLBi Huddle-Up for Season Two of ‘Tough Season’
The Onion, Lenovo, and DigitasLBi are back with another round of “Tough Season.” The mockumentary series follows a perennial fantasy football loser Brad Blevins (played by Tim Baltz), who finally climbed the mountain and won his league’s championship last year. Season two will focus on Blevins’ attempt to defend his crown.
Developed and produced by series sponsor Lenovo in partnership with agency DigitasLBi and The Onion’s in-house branded content shop Onion Labs, “Tough Season” also features a cadre of NFL pros, from Indianapolis Colts quarterback Andrew Luck to Denver Broncos wide receive Wes Welker.
The show’s inaugural season generated 13.5 million views across platforms, and was honored with the 2014 CLIO Sports Award. This prompted a renewal, which was announced by Lenovo and The Onion in April.
With that success, Lenovo, DigitasLBi, and The Onion are also putting more muscle behind the second season, which will span 13 episodes in addition to four bonus videos of extended scenes plus a music video.
Beyond video, the series will be supported by a social marketing campaign spanning the social media accounts of Blevins, The Onion, Onion Sports, the NFL pros who appear in the series, and three NFL teams — the Colts, the Bears, and the franchise from Washington.
In addition to Lenovo.com, the series will live on the brand’s YouTube channel.