The campaign, which ran late last year, was aimed at building a database of followers for the Lenovo IdeaPad Ultrabook S400 series. Target consumers received a message inviting them to submit tips that linked the ultrabook with fashion on Lenovo Turkey's Facebook and Twitter pages.
The submissions were judged by Turkey's leading fashion gurus and the winners received a Lenovo tablet and tickets to Fashion Week. The ad campaign generated click-through rates of 4 per cent and led to 27 per cent of respondents sharing on Facebook and 24 per cent tweeting.
Kerstin Trikalitis, CEO of Out There Media, explained that the plan was to launch a similar mobile advertising strategy in Asia-Pacific this year.
Update (March 11): According to Lenovo, the brand has no intention of running the campaign in Asia-Pacific. The announcement and confirmation sent to Campaign was the result of a misunderstanding on the part of Out There Media's communications firm, Rice Communications.
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