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Case Study: Lenovo
Million Dollar 'Legends Hall of Fame'
Trade Promotion

Lenovo Australia offered their distributors the chance of a life time to be part of the ‘Legends Hall of Fame’ and the chance to win $1 Million, as well as a range of prizes and a factory tour in China.

Objective

  • To increase distributor sales

Mechanics

42 IT Distributors & Resellers took off to Beijing China to be part of

the exciting “Lenovo Legends’ Million Dollar” draw. The draw & the trip

were the ‘jewel in the crown’ for over 700 participants in a Channel Incentive Program.

After 3 days taking in sights like the Great Wall, Tiananmen Square & visiting the Lenovo manufacturing plant, the 42 Legends attended a Hall of Fame grand dinner where they crossed via live-link from the Regent Hotel in Beijing to Melbourne Australia where the actual draw took place.

There were many facets in the build-up to the Lenovo Legends Million Dollar draw. Two elimination rounds were run.

The first round saw the 42 Legends select a box from 1 – 42 to reveal a consolation prize or a key to the next round.

Round 2 saw five lucky Legends battle it out to see if they would move to round 3 by selecting a box from 1 – 5.

Four boxes contained $5,000 but only one contained the invitation to play

the $1 Million Dollar draw!

The final contestant made his selection from ‘1 in 100 Lucky Envelopes’ for

the chance to win One Million Dollars. Winning a $5,000 consolation prize.

Sports & Events Promotions Role

  • Part of the promotional concept and campaign strategy
  • Providing POS items for the elimination rounds and the final draw.
  • Eliminated the risk of the $1 Million payout by providing prize coverage
 
 
Targetbase Managing Director, Tania Pougher said:

‘The $1 Million draw was a huge attraction to most participants

& really created a big impact in

the marketplace. Everyone thoroughly enjoyed the fun & the excitement of the night because it was so unconventional’.

 
 
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