We are Event Strategy Group.


Lenovo TwitchCon

The Challenges

Lenovo has sponsored and held a small presence at other U.S. gaming shows but never had a “base” or booth of their own where they could send customers and potential clients. Then came TwitchCon.

  • Legion is Lenovo’s gaming sector—the company’s goal was to convey that they have “arrived” on the scene, revamping Legion as a strong player in the gaming computer industry.
  • TwitchCon also provided the opportunity to promote the new “Star Wars: Jedi Challenges” virtual reality (VR) headset and games that would be released just a month after the event was held in Long Beach, California.

Our Solution

With so much on the line for a booth debut at a conference promoting new surprises and more than 35,000 attendees, Lenovo again entrusted Event Strategy Group (ESG). For more than 10 years, we have worked with Lenovo to create original experiences and high-impact results.

  • ESG created a 50’x30′ conference exhibit to showcase the Y/Legion gaming devices and partnerships with specific games to demo.
  • The space allowed Lenovo to host numerous interviews with influencers and partners in the industry, increase booth traffic and online engagement, and pull in interest for press coverage.
  • We designed a branded and engaging space for attendees to test the new “Star Wars: Jedi Challenges” VR headset, which was met with enthusiasm by hundreds of attendees.
  • The base also provided a great space for meet and greets with influencers such as Jon Sandman, a gaming streamer and Legion by Lenovo partner.
  • As Sandman notes, “They are the first company of their kind to build hardware based directly off gamer input.”

The Results

Partnering with ESG for TwitchCon yielded great results for Lenovo. We delivered a one-of-a-kind booth for the event, complete with budget-friendly solutions and a design intended to adjust for future shows and different booth sizes.

  • There were 955 “Star Wars: Jedi Challenges” sign-ups taken on-site
  • An estimated 750 players participated in the “Star Wars: Jedi Challenges” demo over three days.
  • Lenovo was able to promote their brand by giving away 1,200 Filthy Casual T-shirts, more than 1,300 Legion tees and 800 bottles of water.

The company’s social media engagement was significant.

  • Besides the outreach by influencers such as Jon Sandman, Lenovo earned 2,690 mentions of the event with the hashtag #LegionTwitchCon
  • Original tweets by Legion earned more than a million (1,049,741) owned social impressions.