#VibeUpMyLife was a 72-hour Art-a-Thon in which artists tackled challenges from netizens, in real time. The brand had also used Snapchat to generate user engagement.
Lenovo India launched its new smartphone Vibe X2 on November 6. To promote it, the brand leveraged digital media and pop art. The brand roped in a team of artists who accepted challenges from people, in real time (online); the efforts began three days ahead of the launch. The task was to add layers of excitement to people's photos.
Sandip Maiti chief creative officer, Experience Commerce, the digital agency that executed this campaign, says, "Everything about this campaign is a departure from convention. We invited artists from across India to join our team at the agency and have fun working together."
"The #vibeupmylife campaign reflects our continued belief in engaging with millennials using their digital vocabulary and pushing the envelope on innovation," says Bhaskar Choudhuri, director, marketing, Lenovo India.
The brand also used mobile chat app Snapchat as one of the digital platforms to generate user engagement. This was done by creating 'SnapChat Stories', wherein users were required to search for "vibeupmylife" on Snapchat and subsequently 'friend-and-follow' the artists at work through the course of the campaign.
For the record, Vibe X2 is priced at Priced at Rs. 19,999.