DO Machine
January 31, 2012 by
The
Challenge
Our challenge was to bring the spirit of ‘For those who do’ to life, and gain exposure to Australian business professionals, making it known to them that Intel powered Lenovo products are purpose – built for those whose driving passion is to succeed.
The
Strategy
PLAY created an integrated campaign around the experiential component – The Do Machine. Our Do-er – a fictional character – appeared in online videos, social media and advertising as we followed him to build the Do Machine.
The
Experience
Sharing our Do-er’s work with millions of travellers through live experiences at key airport media spots across Australia and New Zealand, we engaged over 38,000 people to experience Lenovo Do-machines first hand. This, coupled with high-value promotions and meaningful digital touchpoints, funnelled traffic to an inspiring microsite. As well as providing products info, and the back story, the website acted as the hub for a promotional competition.
The
Results
3.1 million experiential impressions
38,000 product engagements
30,000 online entries submitted
23,000 opt-in active Customer Database
94,267 hits on URL