Goals and objectives
After two successful gaming campaigns together with Gonzo Media, Lenovo had seen success in penetrating the gaming market for young gamers in Denmark with its line of gaming laptops, the Lenovo Legion series. Both gaming campaigns have overperformed on the estimated KPI and they have made a strong and lasting impression on the market, establishing Lenovo as a significant player.
For the next Lenovo Legion campaign, the objective was therefore to create yet another engaging campaign. As Lenovo is only concerned with engagement – not reach – in terms of KPIs, it was vital that the campaign activities should provide the target group and gaming community with great value, which in turn would get them to engage with the content.
Furthermore, the objective was to connect the Lenovo Legion brand to the ESL Pro League, where Lenovo was a sponsor, as the ESL Pro League CS:GO finals were hosted in Denmark.
Thus, Gonzo Media and Lenovo developed a livestream concept, which operated within the known parameters of entertainment and gaming influencers, but with an innovative and informative approach, which borrowed elements from TV sports coverage put to life in a series of linked YouTube videos.