Lenovo India#Yoga2bfree

Group 10

About the Campaign Innovative digital campaign that highlights the key product benefits of the tablet Do gadgets make us free or do they in reality box us up? Lenovo India: putting the spotlight back on technology that is designed to adapt to the user with its newly launched Yoga tablet 2 rangeFour well-known Twitter influencers – actor Ashwin Mushran, gadget guru Ankit Vengurlekar, film critic Mihir Fadnavis and food blogger Kalyan Karmakar, through an interactive video-based digital campaign

Strategies AdoptedYoGa2bFree has a dedicated website where the four guys are trapped inside boxes depicted through interactive videos

They can only be set free with the help of gamified clues within the website

In the process of hunting for the clues, a user learns about the new Lenovo yoga series tablets that tilts, holds on, stands or hangs, as per one’s wish

The digital and social media execution has been designed by Lenovo’s digital agency Experience Commerce

The brand’s social media networks on Facebook and Twitter were spreading the word, along with the four Twitter influencers

Buzz was created prior to the campaign launch with the help of Vine videos and visuals featuring the influencers and the first mentions of #Yoga2bFree

Strategies AdoptedLenovo India has cherry-picked the right influencers from each of the four major business domains of technology, food, films and comedy

Each of the influencers - actor Ashwin Mushran, gadget guru Ankit Vengurlekar, film critic Mihir Fadnavis and food blogger Kayla Karmakar - enjoy a large following on Twitter along with being an expert or a trusted source in their particular domain

By leveraging them, Lenovo India has tapped into their trusted communities and a diverse target group for the promotions of its Yoga 2 tablet

The significant part of the campaign is the concept of putting them into boxes and having users unlock clues to unbox them, while they learn about the adaptable multimode feature of the new product

A clever and fun way to demonstrate the benefits of the new product! The interactivity of the videos is impressively smooth and together with the storytelling makes for a fun user experience

Suggestions• This was a one time 4 day campaign. Thereby, recall value decreased with time

• Viral images of Shilpa Shetty depicting the Yoga impact

• Tie ups with Health related apps

•Introduction of Game and other interesting activities

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