Lenovo Initiates Advertising Strategy: Incorporates Brand Promotion within Gaming Experience
If you've been struggling with lag in your gaming sessions, Lenovo India might just be your new BFF! The tech giant, partnering with Intel and creative agency Leo Burnett, launched a groundbreaking campaign called "Gamers on Duty".
This clever marketing scheme aimed right at the frustration felt by gamers when they're unable to keep up with fast-paced action due to underpowered systems. Many of these gamers are often accused of "camping", a term used for players who stick to hiding spots within the game. But, in reality, they're not avoiding combat intentionally; they're simply stuck with hardware that can't handle the heat!
Lenovo's unorthodox approach? Deploying a fusillade of gaming influencers - boasting a combined reach of a whopping 20 million followers - to infiltrate the game as covert agents. These agents would use a unique in-game feature to capture other players for 15 seconds, during which they'd engage them in conversations about their hardware and recommend upgrading to Lenovo Legion laptops. Translation? Better graphics, no more overheating, and kiss lag goodbye!
India's gaming scene is soaring, and KPMG estimated that, as of 2023, the country boasted an astounding 450 million gamers. Lenovo's move is a testament to how companies are experimenting with revolutionary ways to connect with users within digital environments.
As Chandrika Jain, Lenovo India's CMO, explained, "this was about showing up at the moment of pain". It's a tactic that makes sense, since gamers often encounter performance issues during intense gameplay moments. The campaign aimed to create a direct connection between poor performance and the hardware responsible for it.
The strategy reveled in hyper-personalization, as Rajdeepak Das, CCO of Publicis Groupe South Asia and Chairman of Leo Burnett South Asia, put it: "it was an attempt to merge gameplay data and tech to meet gamers at their most frustrated moments". This innovative approach blurs the line between advertisements and gameplay, positioning brands as an integral part of the in-game experience. 🎮💻🚀
- Lenovo's finance department might see a significant boost due to the estimated 450 million gamers in India by 2023, thanks to the successful implementation of their unconventional marketing strategy with gaming influencers.
- The Defi gaming influencers, recruited by Lenovo India, used their communication skills to discuss the advantages of Lenovo Legion gadgets in unconventional ways, aiming to attract gamers who were tired of experiencing lag and overheating.
- The unconventional Lenovo campaign not only addresses the frustration of gamers but also strategically aligns technology with the in-game environment, making brands like Lenovo an integral part of the gaming experience.
- Lenovo's partnership with Intel and creative agency Leo Burnett played a crucial role in executing the unconventional marketing strategy, which involved gaming influencers shooting videos and influencing fans to upgrade their hardware with Lenovo's latest gadgets.
- As the gaming market continues to grow and technology advances, companies like Lenovo will likely continue to explore unconventional strategies to connect with gamers, positioning themselves as pioneers in technology and entertainment.
