Lenovo Legion picks agency partner for social duties

Computer service company Lenovo Legion has appointed Social Groove Solutions as its social media agency for Lenovo Legion Malaysia, tasked in building the brand's community through effective strategic planning, creative development, and engaging social contests. Lenovo Legion is the new line of gaming PCs and gear by Lenovo.

As part of this appointment, all Asia Pacific (APAC) countries involved with Lenovo Legion will look to Social Grooves for content creation and data analysis. Meanwhile, Social Grooves has also secured various partnerships with companies, including Pet Lovers Centre Malaysia, Sunway College and Setia Eco Glades. 

In a statement to A+M, Social Groove's spokesperson said the appointment is for a year and follows a pitch held in January this year. "There was no incumbent. The Lenovo account was originally held by Grey. Legion used to be a part of Lenovo until it split from the mother brand to specifically cater to the new gaming market," the spokesperson added.

According to the spokesperson, Social Grooves was selected because of Lenovo Legion’s interest in its most recent product offering called "CAPTIV8 by Social Grooves", a dedicated outfit focusing on digital marketing through the esports ecosystem. The spokesperson explained that the service began in November 2019 with the partnership of Tier One Entertainment, a regional esports talent agency and ecosystem builder.

"We hope to provide relevant gaming content such as gaming tournaments, free games, and Lenovo Legion’s range of product offerings together with gaming-related information to connect with the growing gaming consumer market. In the future, we hope to be able to provide more esports-related news to entertain Lenovo Legion’s gaming community, Rise of Legion," the spokesperson said.

When asked how both teams innovated and adapted during the pandemic and MCO, the spokesperson explained that they did a quick turnaround campaign to provide giveaways where it asked for fans to share their favourite heroes, characters, and games. This allowed the team to engage with them throughout the MCO period. It also made sure to share entertaining content such as memes and roleplays, as opposed to the typical corporate content.

Christopher Tock, chief executive officer of Social Grooves said the company's “razor-sharp focus to serve the needs of Legion’s gamer community made all the difference” and that he and his team look forward to providing consolidated feedback and insights on an APAC level that "will drive the Lenovo and Legion brand further in terms of engaging with the gaming fans".

Kelly Koid, digital marketing consultant for Social Grooves said the company’s social contests had been very successful, and although the brand was “worried about hindrance caused by the cultural nuances from the many countries involved”, it was able to overcome it.  

Lenovo has been active in the past in broadening the reach of its Legion gaming brand. Last year, it sponsored one of Singapore's esports organisation, Resurgence to achieve full potential in the gaming arena, and consequently cultivate wider interest and support for esports as more Singaporeans increasingly considered gaming a sustainable career option. 

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