CES DO Devil Stunt


To help Lenovo make a splash at CES and generate buzz for the launch of their new Ultrabooks, we created a multiple-platform stunt we called “Human Taxi Topper”. Throughout the course of the show, branded Lenovo Do Devil stunt men worked on Ultrabooks as they rode atop taxi cabs throughout Las Vegas. Bystanders could participate by tweeting a photo of a Do Devil in order to win an Ultrabook and other prizes from Lenovo and the official hotel partner, MGM Resorts. The stunt was successful at garnering thousands of in-person engagements, real time tweets, as well as online conversations about CES. The coverage continued beyond the show with the development of a compelling product video.


Case Studies, Featured, Guerrilla/Events, Lenovo, TV/Video, Work

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