Each year, CES creates a global stage for introducing new technology to the marketplace. For CES 2019, tech innovator Lenovo (@Lenovo) wanted to raise consumers’ awareness of its newly announced products, including laptops and smart devices.
@Lenovo knew that CES happens on Twitter: It’s where brands and consumers meet to discuss the latest and most exciting innovations, in real time.
@Lenovo focused on promoting its 2019 CES product suite with attention-grabbing short video on Twitter. By using Website Cards and Conversational Ads, @Lenovo tailored opportunities for people to engage with its video content.
The brand made sure to connect with its key audiences by targeting those interested in technology, who had engaged with event accounts such as @CES or topics including IoT, AR, and VR. (For the uninitiated, that’s the internet of things, augmented reality, and virtual reality). It also used the Twitter firehouse through Sprinklr to retarget previous engagers of people that had used CES related hashtags over the years.
@Lenovo used the hashtag #CES2019 to ensure its Tweets were always featured in the main event conversation, and added its own hashtag #LenovoCES as a highly visible, memorable way to tie its brand to the event.