Twitter is the place for early adopters and influencers. From discussing the latest games to reviewing eSports equipment, Twitter's tech and gaming communities are home to dynamic conversations and active fandoms. They love to Tweet. They love tech. And they love to Tweet about tech. As our lives become increasingly device-driven, technology brands have a unique opportunity to connect to what’s happening in our world.
So, when tech giant, Lenovo India (@Lenovo_In) wanted to launch its powerful Legion products after two years, it turned to Twitter’s tech-savvy fans to make a splash for #LenovoLegion2022.
@Lenovo_In flipped through the launch playbook and resurrected the popular hashtag #BeLegiondary to excite the fans about its latest line-up of Legion offerings using a wide variety of Twitter’s ad solutions.
For the #BeLegiondary campaign, @Lenovo_In wanted to do something special for its legion of fans keeping them at the heart and center of all the activations. The brand thus sought powerful launch tools including auto-response activation, Takeover+ products, and more to resonate with the tech-inclined audience.
To kick things off, @Lenovo_In teased the fans with exciting updates about #LenovoLegion2022 through an auto-response campaign. People were invited to like a Tweet prior to the launch and those who did like it received personal notifications about Legion and related products throughout the campaign cycle. For instance, the first notification encouraged people to join the #BeLegiondary squad. On the day of the launch, people received a notification about experiencing the product line-up first-hand. And after the launch event ended, the brand kept its fans engaged by sharing curated content, personalized contests, and a lot more to foster sustained participation.
To further distinguish its content and secure visibility for the #BeLegiondary campaign, the brand customized a branded emoji. The use of ad products like Trend Takeover & Trend Takeover+ helped @Lenovo_In reinforce the campaign messaging on the launch day.