Lenovo Mexico launch the new Legion Y720 laptop on Twitch
Mexico
Lenovo organized a PUBG tournament with the most renowned Mexican influencers to attract a gamer audience through a highly immersive experience.
Challenge
Brand positioning of the new Lenovo Legion Y720 laptop.
Solution
Ad Formats: Influencer Program + Video
INFLUENCER PROGRAM FORMAT
To test the performance of the new Lenovo laptop, a match of PUBG -an online battle videogame for up to 100 players at the time battling against each other- was organized between the platformâs exclusive stars AG Bean3r, Gorila Nerd and Mym Tum Tum and streamed live. The influencers invited Twitch users to play in their teams and the winner would take home the promoted new laptop.
VIDEO CROSS SCREEN FORMAT
A video ad was broadcast before and during the streaming to highlight the new laptopâs advantages for gamers.
Results
+207K
Impressions
+160K
Complete views
77,37%
VCR
2,38%
CTR
Key to Success
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1
CONNECTION WITH THE PLATFORMâS TARGET
Twitchâs most popular influencers delivered the brandâs message sharing the advantages of the new product with the whole audience.
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2
CHOICE OF INFLUENCER PROGRAM FORMAT
Twitchâs audience has proven to be more receptive to online feedback and comments on new products over traditional mass media ads. Through streaming, viewers were able to see in real-time the performance of the new Lenovo Legion.
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3
MESSAGE REACH AMPLIFICATION THROUGH SOCIAL MEDIA
The influencers promoted the online streaming tournament on their own profiles and built great expectation among the audience by challenging each other on social media platforms.
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4
CAMPAIGN VIRALIZING ON SOCIAL NETWORKS
The promotion of the online streaming tournament was also done on the influencerâs own social networks profiles for all their followers to join.
