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Case Study: How Lenovo Used New Media Along With Olympic Sponsorship to Establish Global Brand Awareness

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Company: Lenovo
Contact: David Churbuck, Vice-President, Global Web Marketing at Lenovo
Location: Morrisville, NC
Industry: Computer Technology, B2C
Annual revenue: $16,352,000,000
Number of employees: 23200

Quick Read:

It worked for Sony in '64 and Samsung in '88. This year in Beijing, Lenovo joined their ranks, leveraging its Olympic sponsorship to develop global brand awareness.

Unique about Lenovo's approach was the company's use of new media, which both fortified its traditional marketing and created a new level of athlete and fan interaction that will no doubt change the way the world engages with future Olympics.

The campaign centered around an athlete blogging program, the first allowed by the International Olympic Committee (IOC), and included the first Olympic-themed Facebook application. It was also the first to use a Zumobi smartphone application in connection with a major event.


And the results? Well over a million visits to the campaign Web sites, more than 1.8 Million Facebook views, 60,000 smartphone downloads, and perhaps above all else: discernible global recognition.


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Kimberly Smith is a staff writer for MarketingProfs. Reach her via kims@marketingprofs.com.

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