Lenovo
Company: Lenovo
Campaign: Voices of the Olympic Games
Computer-maker Lenovo armed 100 Olympic athletes from 25 countries with Lenovo laptops and Flip video cameras so they could blog about their experiences at the 2008 Beijing Olympic Games. Participating athletes recorded their experiences prior to arriving in Beijing, during the games and from home after the games ended.
"The goal was to raise awareness about the new consumer platform and strengthen Lenovo's overall reputation," says Bell, whose company -- Ogilvy's 360º Digital Influence group -- worked on the campaign.
The campaign piggybacked on the popularity of a global event and relied on a variety of social media tools, including blogs (Blogspot), videos (YouTube), photo galleries (Flickr), mobile tweets (Twitter) and mobile widgets (Zumobi) to popularize the brand. The Voices campaign resulted in 1,500 blog posts with more than 8,000 comments.
