“Beyond Your Everyday” is Lenovo’s approach to the all too familiar challenge of teasing our live event presence at CES 2022 virtually with an emphasis on gamification. Our objective was to drive engagement and attention around the different product groups that we would be announcing products for during this event.
Our goals:
Our execution centered around activating social media-friendly games during the first 4 days of January (with a teaser in late December) themed around different Lenovo product groups that would be releasing new products at CES 2022 (Yoga, ThinkPad, Legion, ThinkBook). Our theme was to encourage participants to “go beyond their everyday” in 2022. The way we illustrated this was by tying each call to action to setting an aspirational “goal” in the new year, see below:
Yoga: Our Yoga laptops are all about versatility, so we designed a game that helped participants mix things up and pick a new “hobby” for 2022. The creative featured a sliding picture-type game, and the call to action required players to screenshot a full icon that represented their new “hobby” and post it in the comments.
ThinkBook: Our ThinkBook laptops are all about productivity. Our new ThinkBook Plus Gen 3 specifically focuses on multi-tasking with a unique screen embedded in the keyboard. Therefore, we designed a game that challenged participants to count the number of X & O’s that appeared on laptops that were constantly moving and post the results in the comments.
ThinkPad: This year our ThinkPad laptops were designed with sustainability in mind. The challenge we designed for this product group asked participants to name the difference between two nearly identical images and name them in the comments. All of the featured differences were themed around being environmentally friendly.
Legion: Since Legion is Lenovo’s gaming line of laptops, this call to action was around building a dream team that they would never game without. The creative was designed to look like the lobby of any modern online game and encouraged participants to name and tag at least two people they wouldn’t “go into battle without”.
This strategy was highly effective in driving engagement and conversation around Lenovo’s presence at CES 2022.
Overall
The ThinkPad “Spot the difference” game specifically had a 13% engagement rate with a CPE of .02 cents. All of this led to our rise to one of the top 3 brands within our category for SOV at CES 2022.
