A first-of-its-kind graphic novel that changed the game for Lenovo Legion’s social media channels
- Client: Lenovo
- Service: Social Media Marketing
- Industry:FMCD - Laptops
- Product:Gaming Laptops
Lenovo Legion’s #LegionOrigins social media campaign redefined engagement by turning gamers into co-creators of an interactive graphic novel, driving unprecedented interaction and brand loyalty.
Objective
To launch Lenovo Legion's premium gaming laptops on Instagram and Facebook with a dynamic strategy that captures attention, drives deep engagement, and builds credibility within India's influential gaming community, positioning Legion as the go-to brand for serious gamers.
Strategy
Conversations in the gaming community throughout the globe frequently intersect with discussions of pop culture, fantasy fiction, and technology. Hence, the overflowing wave of superhero-driven stories in culture is a common area of interest among a majority of gamers in India as well.
Stylish on the outside and savage on the inside, the Lenovo Legion’s core messaging TVC featured three unique and eye-catching gaming characters. Lenovo's copyright intellectual property—these special characters had become the brand identity for Legion.
So building on this enormous interest that our audience already had in superhero origin stories, we decided why not let them give our 3 heroes one?
Meet Lichen, Bounty Hunter, Orc.
Meet #LegionOrigins
Execution
We decided to start with the only female superhero of our trio, Lichen. After releasing a prologue and the first few pages of her comic book, we unleashed her on our social media platforms, free for our gamers to develop and contribute to.
Each chapter of her story ended with a question or choice, leveraging the AMA and poll features on Instagram and Facebook stories. And our gamers had the power to decide everything: what her abilities would be, what choices she would make, and how she would fulfill her journey. Suggestions that we used to create the comic book and release it the next day in real-time.
Response
Day after day, our comments and DMs overflowed with fan theories, narrative choices, and plot points for Lichen's story, as gamers eagerly shaped her comic book. The engagement was so intense that our page buzzed with activity around the clock, demonstrating the powerful connection we forged with the community.
Within 10 days of the campaign, the response was enormous, proving that when it comes to engaging gamers, we don't just play, we slay!