Lenovo

Making Star Wars: Jedi Challenges a holiday hit

Lenovo, a tech company that has not historically been featured in national mainstream media, tasked Lippe Taylor with securing coverage for its newest product, Star Wars: Jedi Challenges, an astonishingly innovative Augmented Reality headset that allowed fans to experience the Star Wars universe right in their living room. With the Augmented Reality (AR) powered device, players could engage in lightsaber battles with their favorite Star Wars villains, plan and execute Jedi warfare, and even play games of “Holo Chess.” Our mission was to make Jedi Challenges one of the hottest toys of the holiday season!

To cut through the clutter of Star Wars mania and ensure inclusion of Star Wars: Jedi Challenges in gift guides, key segments and reviews, we engaged media with immersive onsite demos that allowed them to experience the product first hand. Additionally we offered interviews with Lenovo executives to provide further background on the development of Star Wars: Jedi Challenges and the AR space as this was the world’s first smartphone-powered, Augmented Reality Star Wars experience, and therefore represented a major innovation in the AR space.

In just 8 weeks, Lippe Taylor secured 6 national broadcast segments on shows including EXTRA!, Mornings with Maria (FOX Business) and Power Lunch (CNBC) and 60 regional broadcast segments on affiliates across the country. Other highlights included 68M impressions from a Huffington Post story and placements in Mashable, Tech Crunch, The Verge, Fox News, Maxim, and more than 18,000 Social Mentions. In total, we secured over 101 stories and 500 million media impressions for Lenovo and Star Wars: Jedi Challenges. The Force was strong with us indeed!