Computer product reviews is not the most exiting way of collecting information about your upcoming product purchase, however it's the most trustful and common source for gamers. So, to promote Lenovos gaming computers we asked ourselves, how can we make reviews into entertainment? Even use them as the heart of our campaign? So, we asked tech journalists around the world for the permission to use their reviews, created a band, and turned the texts into product-review-heavy-metal-songs. The gaming community were utterly entertained and we hope you will be too.

Don't make ads! Gaming is a very tough and competitive industry for brands with an audience that is extremely selective. The way forward is to find creative ways to reach through to them that isn't considered as advertising. With our limited resources and budget, we aimed to create awareness and activation online around Lenovo’s gaming equipment ‘Legion’ on our market, true to the brand values “Different is better”. The target audience is young gamers 18-30 yrs.

Lenovo believes that different is better. This is our concept and it means we make advertising different too. So to promote their new line of gaming products, it was natural to look for unexplored routes. The target audience (young gamers) prefers reviews and recommendations before traditional product advertising, so we thought why not make entertainment out of reviews?

Our way of different was to use the reviews and have a metal band record six new songs with honest lyrics about premium Lenovo products. The songs became heavy metal videos with product placements. And as it turned out, heavy-metal-product-review-videos got a warm welcome.

How do you reach a target group that doesn’t care about traditional product advertising and rather turn to credible reviews and recommendations? You surprise and entertain! With Lenovo's brand promise ”Different is better” in the back of our head we went all in on product reviews when creating this entertaining activation.

Our strategy was to reach young gamers with a WTF-experience and

to make the loudest and most obscure product review they have ever seen. Metal is also very popular among young people in Scandinavia and the aesthetics reminds a lot about what you see in gaming. The strategy also included that the material would get attention on the sites where the original review was written and therefore hit it where the gamers turn for credible information about gaming gear.

We started out by asking for some of the most popular tech journalists permission to use their Lenovo-reviews in our ads. With their blessing we then recorded a full album of aggressive metal songs with honest lyrics borrowed straight from the reviews. The songs were then presented with music videos where product placement and metal mayhem strangely took place side by side. We then sent it all back to the reviewers and later aired them on Lenovo's social media channels and via Twitch and YouTube.

The objectives for this campaign was to reach 100 000 engagement i Lenovo’s social media channels (Instagram and Facebook). We managed to reach a total of 291 209 engagements and 1 493 565 media impressions with a positive response of 98 %. On top of that our youtube videos reached 54 885 organic views.

Isolated results measured in this campaign:

Media reach 162 million

Earned media 1,3 million

+ 100 articles

Metal Reviews is part of our 'Different is better' concept, which, throughout the last fours years, have taken Lenovo Legion from an unknown gaming brand in the Nordics to market leader in both Desktop and Laptop. Market share Sweden: 32% and 32%, Finland: 16% and 26,5%