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BW Businessworld

Cool Vibes From Lenovo

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When the phones get funkier and funkier, the launch campaigns have to match up. If Xiaomi created a buzz by releasing only select number of phones at one time, Lenovo, for its layered phone Vibe2, created layers of excitement before the launch through a rather cool social media campaign using Snapchat stories. 
 
The campaign — vibeupmylife — merged art, technology and design with consumer conversations to create a buzz for the phone three days ahead of its launch. Experience Commerce, the digital agency of Lenovo India, used pop art to get consumers talking. All people had to do was search for vibeupmylife on Snapchat and either add it as a friend or follow the artists at work to jazz up their timeline.
  
During the 72-hour Art-a-Thon, you could challenge the artists to add exciting vibes to your pictures and get a chance to win the funky new phone.
 
“Everything about this campaign is a departure from convention,” says Sandip Maiti, chief creative officer at Experience Commerce.  Well, other brands too have taken the digital route to create a buzz before a launch, but using Snapchat and art to create pull was a lovely touch. Of course, it was integrated with Facebook and Twitter too to get the numbers. Altogether, an innovative campaign!  
 
(This story was published in BW | Businessworld Issue Dated 01-12-2014)