Computer maker Lenovo is adding a licensed-product component to its NFL league sponsorship, now beginning its fourth year.
Consumers ordering Y Series laptops and the Yoga 3 Pro laptop/tablet directly from Lenovo.com will be able to customize them by etching NFL team logos onto the laptops later this year for an additional charge of $39.99.
“The notion of personalization resonates across our consumer target and with what that group wants to do with its technology,” said Kevin Berman, Lenovo’s director of North America consumer marketing.
Berman added that after three years as an NFL corporate sponsor, Lenovo has seen a significant increase in awareness and purchase consideration among NFL fans.
“It’s just another way to get NFL fans to explore our product line,” he said. “People already like stickering and skinning their laptops. This is just another way to take advantage of the NFL relationship.”
Lenovo also is supporting its NFL rights with a “Fantasy Online College” video series. The digital show can be seen at www.lenovo.com/NFL and on www.SBNation.com. It features top NFL fantasy performers such as DeMarco Murray, Demaryius Thomas, Odell Beckham Jr., Eddie Lacy, Jamaal Charles, Matt Forte and Pierre Garcon as the faux college’s faculty, along with actor/comedian J.B. Smoove detailing the lighter side of NFL fantasy. A similar online video campaign last season garnered 20 million views.
Social media supports an accompanying contest that asks consumers to lip sync some of the songs in the videos; other contests offer a trip to the Pro Bowl, autographed merchandise from the Fantasy Online College “faculty” and an opportunity to be on site for a Fantasy Online College shoot.
