LENOVO LIMBO

Present our product in an activation aligned with Lenovo's global brand message, able to convey intrinsic benefits of the X1 Fold: Innovative technology "of the future" with certain brand or product characteristics associated with the past.

Connect with the audience using an immersive experience that breaks the limits and expectations of a regular "showroom", generating a stronger link through empathy.

THE GUESTS ARE INVITED TO TRAVEL IN TIME

SPECIFICALLY TO SEE THE FUTURE OF TECH

BUT ALL OF A SUDDEN SOMETHING GOES WRONG...

NOW THEY ARE TRAPPED IN A TEMPORAL LIMBO

A SPACE WHERE THE PAST AND THE FUTURE BLEND

THEY HAVE 12 MINUTES TO SOLVE THE CLUES AND GO BACK TO THE PRESENT

IDEA_ Limbo is an integrated experience in which the invitees would have to find a way out of the escape room and a way into the future. There, they would get to know and interact with the new “rockstar" on the block - the ThinkPad X1 Fold by Lenovo.

Brand Storytelling / Future Tech & Foldable
Product Awareness / Hype around the X1
High Engagement / Interactive Adventure (Escape room) PR / Integrated experience

INVITATION

The invitee gets the inbox via mail or is handed the gift at Accelerate

When they open the box, they’ll find instructions to Save the Date as they are traveling in time, as well as a watch.

Once turned on, the watch will show a countdown to the event

On the day of the activation, the staff will activate the watch. It will have three basic “times” - past, present and future. Each will have a different LED light lit

EXPERIENCE

1.Foldable Lobby: The “foldable” lobby is the room or the gate area, where the guests will first gather until it’s time to depart. It’s a lounge area that we’ll use to communicate the message that the concept of foldable is the future of technology

We will have contortionists, “foldable” sofas, and dry ice cocktails, while a DJ will be putting on some futuristic tunes.

2. Boarding gate: The invitees will step into the boarding gate area. Using a screen, the host will welcome the time travellers.

He'll ask them to leave all their belongings in a locker and to put on their uniform (similar to an airport). Once they do, the trip would begin. To simulate a takeoff, the space would slightly shake.

This "simulator" would suddenly stop moving, when the host will apear on a screen once again, explaining the situation.

There's been an unforeseen circumstance, a comet has caused the "spaceship" to go off

course, and it's now in a limbo. The door will be opened at this point and the passengers would have to get out as soon as possible.

The game begins here

3. LENOVO LIMBO

4. After the scape room. Once the door is open, they'd be able to explore the Foldable PC and they'd have to enter the password - the numbers they've obtained throughout the experience in order to be set free.

Once they do so, they'd see a brief description of the product features, and then they'd have solved the puzzle and allowed back "in the present".

Social media plan: “The first time travel across social media”

INSTAGRAM:

We’ll create an Instagram story where the host will invite the users to the first time travel across social media. The ticket to start the journey will be a customized Instagram filter.

PRESENT. The users will have to scroll within Lenovo’s timeline to find that exact post, and in this way, the next clue.

PAST: Once they have found the post, users will be able to see the tag @LenovoPast within the comments. We will create this fake account for the game. The users will have to click on the tag in order to continue.

Once they go to @Lenovo PAST, they will see in the Bio the request to find out the post that is from a different era (time crash).

The mismatching post that belongs to another era will be sponsored and will redirect you to a Youtube video with the last clue, using a CTA.

FUTURE. In this Youtube video we will see our host congratulating users for getting this far in the social game, and he will introduce the X1 Fold. After this, the host will tell the players there is a hidden message in the video. It will be embedded in a few frames where you can read the word, just like a subliminal message style. Once users discover all the words shown milliseconds, they phrase will read “THE FUTURE IS FOLDABLE”. Players have to reply with this phrase in the comments section (Comments will not be visible) and by doing this they will be participating in the raffle.

TWITTER Traveling in time will also be possible via Twitter. The host will invite the users to start the time travel by looking for a specific tweet from the past. This tweet will have a tag to @LenovoPast. Once the user clicks on the handle, the users will have to look through the timeline to find the mismatching post. Finally, this post will have a link to the final video where the host will be carrying the X1 Fold.

SOUVENIR

IDEAS FOR LENOVO APRIL´S FOOL

Esc your ex

A break-up leaves you with lots of memories like pictures, videos, etc... all this makes you feel...hmm, not so well .

EX-it is the key on your laptop’s keyboard that makes your ex disappear from your life altogether..., which also means from all your devices.

After, it will zip all your ex files in a folder, that you’ll only be able to open after a post breakup recovery test.
It will be a quiz like this: