Advertiser: LENOVO
Agency: LIVEAD
Category: Best Use of Social Media
Advertising campaign: THE PURSUIT
Art Assistant: Avá araujo (LiveAD)
Copywriter: Flávio reghini (LiveAD)
Executive Creative Director: Keke toledo piza (LiveAD)
Web Producer: Marcus vinícius (LiveAD)
Project Manager: Felipe santos (LiveAD)
Web Producer: Fernando hamrourch (LiveAD)
Head Of Art: Raphael ferraz (LiveAD)
Copywriter: Marcelo druck (LiveAD)
Content/Relationship Manager: Priscila galvão de carvalho (LiveAD)
Community Manager: Vanessa guedes (LiveAD)
Copywriter: Dudu kotolák (LiveAD)
UX: Fernando marcos maciel (LiveAD)
Art Director: Karen sampaio (LiveAD)
Art Director: Bruno zampoli (LiveAD)
Project Manager: Dolores de pauli (LiveAD)
Web Producer: Marcos 'rasta' schestak (LiveAD)
Executive Creative Director: Mauro silva (LiveAD)
Creative Director: Pedro Perurena (LiveAD)
Media Manager: Priscilla dutra (LiveAD)
UX: Rafael Moraes (LiveAD)
Strategy
Lenovo had to launch the IdeaPad Yoga Ultrabook™ on the social networks. And since Lenovo’s target audience likes challenges, we decided to develop a social game that would award the most skillful and persistent fan. Each user raced against time to solve a 4 combination code, thus becoming the temporary owner of the Yoga Ultrabook™. When this happened, a new code was automatically generated to challenge other players to try new combinations. The winner was the person who was able to hang on to the Ultrabook ™ for the longest time. After this action, we were able to increase our audience in an intelligent way, by attracting fans that identified with the brand’s philosophy.
Effectiveness
1,355,908 attempts were made by 42,533 fans who played for an average of 35 minutes each. A total of 32 million people were reached on Facebook.
Execution
In order to maximize this action, our media team developed an integrated strategy involving paid media with Facebook ads, own media through social ads on the brand’s fan page, and earned media on channels that fit the profile of the our target audience.