New Lenovo campaign embeds marketing message directly in gameplay

Lenovo India, in collaboration with Intel and creative agency Leo Burnett, has launched a marketing campaign that embeds itself within a popular online shooter game to speak directly to its intended audience—gamers frustrated by outdated hardware.

Titled Gamers on Duty, the campaign targets so-called “campers”—players who stay hidden in-game to avoid combat, often viewed negatively by other players for disrupting gameplay dynamics. Lenovo’s insight: Many of these campers are not intentionally avoiding action, but are limited by underpowered, overheating machines that cannot support fast-paced gaming.