Lenovo has partnered NBA icon Kobe Bryant in a social campaign titled "The Everyday Kobe Challenge" to launch its K900 flagship smartphone.
The campaign is aimed at boosting its brand presence in Malaysia, Thailand, Indonesia and the Philippines.
Using Bryant's dramatic 3-point jump shots as an inspiration, Lenovo will challenge people to produce an original and creative ‘jump shot', either from the basketball court or in an everyday situation.
As part of the campaign, a Facebook app has been created and hosted on Lenovo's local market Facebook page to allow people to submit their jump shot videos and vote for their favourites, with the most popular jump shot winning a Lenovo K900.
The campaign targets millenials & tech enthusiasts aged 18-25, who are very active on social media. They use their smartphones mainly for entertainment and early adopters who are excited by new tech and willing to spend.
For Malaysia, it's mainly driven by paid advertising to direct people to the Lenovo Mobile Malaysia Facebook Page.
In Vietnam, India, UAE, Saudi Arabia, Russia, Ukraine, Chile, Peru and Serbia, the campaign ‘What's Your K900 Style' will promote the launch.
The campaign taps into the aspirational nature of the K900, by asking consumers to express their style by putting together items/outfits/accessories that would best pair with the K900, encouraging the perception that the smartphone is a must-have accessory.
After selecting their K900 'Lookbook', fans of Lenovo can upload their photos on to their market's Facebook page using a ‘What's Your K900 Style' app.
A voting mechanism will choose the most popular ‘looks', which will be in the running to win a K900 smartphone.
Lenovo's director, digital and social centre of excellence, Rod Strother said these campaigns reflect the personality and style of the K900, positioning the launch perfectly amongst its target audience.
Simon Kemp, managing director of We Are Social, the agency behind the campaign said: "The K900 is a key product launch for Lenovo, so it was important that the creative ideas behind the campaigns were truly reflective of the K900's dynamic features and positioning in the smartphone market."