OUT THERE MEDIA AND LENOVO MAKE FASHION MOBILE PC brand builds fan base of lifestyle consumers through integrated mobile and social campaign with Out There Media

Vienna / Singapore, March 6, 2013 – Out There Media, a global leader in mobile advertising, today announced the success of an integrated social-mobile campaign that was executed for its client, Lenovo, the leading personal technology company and second largest PC company in the world. The campaign objective was to build a database of followers for the Lenovo IdeaPad Ultrabook S400 series in Turkey.

The campaign, which was launched in late 2012 in Turkey, started with a message sent to Istanbul-based iPhone users, aged 18 to 30, inviting them to submit tips that associated the Lenovo S400 Ultrabook laptop with fashion in Lenovo Turkey’s Facebook and Twitter pages.

Turkey’s leading fashion gurus judged and selected entries from consumers, who won tickets to the Fashion Week shows and a Lenovo tablet. At the same time, the Lenovo social media presence was boosted significantly. This was achieved by the tactic to invite participants to either “like” the Lenovo Facebook page or “follow” the company on Twitter in order to take part and to have access to further information on the company.

Speaking on Lenovo’s push in mobile and social marketing, Meraj Karim Huda, Lenovo’s Digital Campaign Planning and Delivery Manager, commented, “As a dynamic brand, we are constantly exploring ways to connect and engage with our customers effectively. This campaign had been a breakthrough as we are able to marry and integrate mobile and social channels to deliver the one-two punch in reaching and engaging our customers in a more meaningful way. Through this campaign, we learned how to successfully target our audience in a unique, personable manner.”

The innovative mobile advertising campaign that Out There Media ran for Lenovo generated impressive response rates which subsequently pushed social media activity. The campaign’s click-through rate reached 4%, with a resulting 27% Facebook “shares” and 24% Twitter “tweets”.

Following the campaign’s success, Lenovo was able to raise awareness and increase sales of Lenovo’s new Ultrabook models.

Kerstin Trikalitis, CEO of Out There Media, added, “We are delighted to work with a leader in personal technology such as Lenovo, to use mobile advertising in helping them achieve their strategic objectives. Having piloted this innovative concept successfully in a market of crucial importance, such as Turkey, we aim to implement the same strategy of using mobile marketing to provide uplift to big brands’ social media initiatives in a growing market like Asia Pacific.”

Asia Pacific is poised to overtake North America by 2014 as the world’s top advertising market,according to eMarketer. Analyst firm Gartner predicts that Asia Pacific will surpass 70% mobile adoption by 2016 and the region’s mobile advertising revenue will more than double in the next few years, slated to hit $9,480 million in 2016. As Asia continues to be a region of strategic importance for players in the advertising arena, more brands are expected to shift their advertising budgets to include mobile in the marketing mix.