Lenovo Tech World is our annual flagship event that brings together industry leaders, global CEOs, customers, top-tier social media influencers, and strategic partners to discuss cutting-edge technology trends that define our vision for the future.
Tech World took place on October 15th, 2024 in Seattle, WA where we built on last year’s momentum - emphasizing hybrid AI as our way forward: a seamless & secure integration of private and public clouds, across individual and enterprise solutions. In this way, Lenovo is pioneering the use of groundbreaking AI technology to transform the way we live, learn, & work. We amplified this message through a comprehensive strategy of social, digital, and traditional media.
Promotion for Tech World started approximately 1 month out with “save the date” teasers, and other creative highlighting this year’s especially impressive keynote speakers, including: Lenovo Chairman & CEO, Yuanqing Yang; AMD Chair & CEO, Dr. Lisa Su; Intel CEO, Pat Gelsinger; Meta Founder & CEO, Mark Zuckerberg; Microsoft Chairman & CEO, Satya Nadella; NVIDIA Founder & CEO, Jensen Huang; Qualcomm President & CEO, Cristiano Amon – and more!
In the weeks before Tech World we launched an X live event page, which featured a “heart to remind” campaign where users could opt-in to day-of reminders to attend the event’s livestream. Our in-house production team also created a custom 3D animated teaser that integrated visuals from our newly launched brand campaign, building upon that existing momentum. Finally, in the last few days before Tech World we captured content throughout the city of Seattle, featuring our brand & products, announcing our arrival.
Once October 15th arrived, we kicked things off by livestreaming our keynote on X, Facebook, LinkedIn, and YouTube. Along with the speakers mentioned above, this keynote culminated in an unforgettable moment where we invited the #1 female soccer freestyler to deliver a captivating freestyle performance, setting the stage for FIFA president Gianni Infantino - who helped reveal Lenovo as FIFA’s Official Technology Partner.
Once the keynote ended attendees were invited into our onsite showcase to experience our newly announced products, concept devices, and Lenovo-powered software/solutions. Our social media coverage took a mixed-media approach – including long-form interviews, short “snackable” clips, and various other cut-downs & photographic content that emphasized the innovations present at the event. This content was published across Lenovo’s X, Instagram, Facebook, LinkedIn, and YouTube accounts. For TikTok, we brought two creators dedicated to producing unique content for our corporate channel, specifically designed to target the platform’s unique audience.
Tech World 2024 also marked the official launch of our always-on, in-house social media creator marketing program. This program has been designed to build long-lasting relationships with influencers, utilizing strategic campaign integrations & on-site attendance at key events throughout the year. We invited 7 top-tier creators to Seattle, who's uniquely entertaining content drove notable brand awareness, impressive levels of engagement, and meaningful conversation before, during, & after the event. Several creators participated in our keynote along with our executives in dynamic social-first on-stage engagements. Last but not least, we invited all attendees to join us at Seattle’s Museum of Pop Culture (MoPop) - for an unforgettable concert by the multi-platinum band AJR.
The above activations were supported by a paid media campaign on X, TikTok, LinkedIn, & Meta that focused on engagements and video views across 8+ key markets. We prioritized teaser ads that encouraged day-of livestream attendance (specifically using heart-to-remind functionality on X) that emphasized growing the total number of concurrent viewers. Along with this we invested in new thought-leader ad types on LinkedIn – which helped us more effectively serve our executive’s messaging directly to relevant audiences. Finally, we also utilized our advocacy platform “Lenovo Extend” to deliver curated content & photography to our employees.
2024 proved to be a year of growth for Lenovo, and Tech World 2024 clearly showcased this by building on our previous successes and partnerships – we innovated like never before.
We set multiple personal performance records with our social media campaign across X, Instagram, Facebook, LinkedIn, YouTube, and TikTok with 415 million paid impressions, 16.7 million live views of our keynote, 112 million paid video views of content captured onsite, 27 million creator video views (who produced over 90 social posts) and a reach of 3.24 million for content shared using our employee advocacy platform.
Our social media campaign combined with the attendance of press and media onsite culminated in more than 10K+ articles globally. Much of this coverage successfully centered around our intended messaging of innovation, citizenship, and Hybrid AI. This was showcased through positive coverage by many top-tier press outlets focusing on our announcements - such as coverage of our FIFA partnership by the Associated Press, coverage of our Alzheimer’s Intelligence Project by Reuters, coverage of our Hybrid AI partnership with NVIDIA by the Verge; and coverage of our overall AI innovations by WIRED. Additional top media coverage included Forbes, The Observer, CRN, ZDNET, The Indian Express, the Daily Mail, & Fortune Italia.
