Lenovo’s launched two new notebooks recently, IdeaPad U310 and U410 Ultrabook™ Laptops. What’s interesting about the launch of these products is that Lenovo is building an entire advertising campaign full of “feel good” elements, this includes a film called “Seize The Night”, showcasing the power of Lenovo’s IdeaPad.
To creatively introduce U.S. college students to the Ultrabooks, Lenovo will give students the opportunity to dash on campus to win their own “Book of Do” at several colleges this fall. Lenovo is also working with DoSomething.org and Microsoft Bing this summer to inspire youth to act in their communities with The Hunt: 11 Days of Doing, starting July 10. Each day, young people will receive clues on service-related tasks to complete to win Lenovo U310 and U410 Ultrabooks and other prizes.
So in this campaign and others, the focus is NOT on the speeds and feeds of the product itself but to make you FEEL good. My caution to you, enjoy the entertain value of the promotions surrounding the products you buy – but don’t lose year head and buy something because it makes you feel good.
Buy a product because it’s the best product for your needs. Lenovo’ makes great products and thankfully their advertising campaign is pretty neat as well.