Lenovo Legion · Game Face On Tour with Marshmello
Lenovo Legion is known for reliability and wanted a stronger connection with the gaming community. We built a celebrity partnership with Marshmello around his tour, with a tour film and a fan contest.
The campaign in numbers
386M
impressions
7.1M+
engagements
6K
new followers on Lenovo Legion
The work
A lifestyle piece that put Lenovo Legion inside Marshmello's tour.
Marshmello is an EDM artist and a keen gamer. He headlined Fortnite's first in-game concert and runs the Gaming with Marshmello series, which made him a good fit for Lenovo Legion.
We joined Marshmello on the road. Game Face On Tour is a lifestyle film shot on tour, showing Legion as part of his daily routine for both gaming and music production.
The hunt
A fan contest built around the tour film.
We followed the film with MelloHunt, a contest where fans spotted Lenovo Legion product moments in the video, then answered three Legion-related questions for a chance to win Legion gear and Marshmello merchandise.
Game Face On Tour premiered on Marshmello's TikTok and Instagram, to a combined audience of 29.8M followers. Six fans won prizes: three from Instagram and three from TikTok.
About the campaign
Lenovo Legion was part of the whole tour, rather than a single video placement. The campaign was delivered by The Catalyst with Chaos Theory.
The campaign delivered 386M impressions and 7.1M+ engagements with no broadcast spend, and gave Lenovo Legion a presence in both gaming and music communities.
Credits
Hero film and giveaway promo via YouTube Shorts. More stills and behind-the-scenes footage available on request.