Situation: Legion is a hardware brand aimed at gamers. They have very little control over the purchase decision of customers, as it is mostly done through online retailers and price comparison sites.

Brief: Create a campaign that creates engagement on our social channels and drive customers to view and order products directly from Lenovo's website.

Objectives: Main target group, gamers 18-25 years, Secondary 25+. Create engagement and liking in social media and at Sweden's biggest gaming event DreamHack

What if your Legion computer was delivered just like the games you play?

Extend the gaming experience of the most popular games from online, all the way to the front door of real life.

Legiondary Delivery is a gaming related experience inspired by the most popular games brought into the real world, just the way our customers could only dream about.

Data gathering: Desktop research and interviews

Target Audience: Young gamers 18-25 years in Sweden

Insight based on interviews with young gamers (18-25) and retail personel at Elkjœp: Gamers love gaming, not technology. They spend hours playing their favorite games daily with friends on various platforms. When not playing games, they watch others play on Twitch and Youtube.

Relevance to platform: Social media (Twitch, Youtube, Instagram) is our arena of communication. So is the main event for gamers: DreamHack. A huge event with various gaming tournaments and brand presence.

Approach. We asked ourselves. Rather that talking about the superior tech advantages of Legion computers and upsides of buying computers from Lenovo's website (there are none), why not make purchasing a gaming experience? And the communication into entertainment? So we borrowed characters from famous games and asked people who they'd like to deliver their Legion computer.

Implementation / placement:

2x videos on Twitch / Youtube and own channels (Instagram / Facebook)

Requests in social media carried out and documented

Deliveries of various requests (Legion merchandise and food / drink) via gaming characters, celebs and influencers at gaming event DreamHack.

Timeline:

Campaign ran online 3 weeks prior to Dreamhack. Live event lasted three days.

Sales increased with 24,5% and traffic increased with 45% during the campaign period.

Engagement was up 350% on social media. Presence and engagement at live event was all time high at 254 209 interactions and was voted best brand case of all time by the organizers.

Reach was up from 600 000 to 3 461 50.

Achievement against business target:

Our task is to drive engagement, not sales, however the sales from website increased by 24% during the campaign period.

Production budget: 796 350 SEK

Media spend: 135 000 SEK