In hopes to increase its brand awareness in the U.S., Chinese computer maker Lenovo plans to further capitalize on its three-year marketing contract with the NFL by creating a relationship with the NFL.com fantasy football game. An article from FORTUNE breaks down the recent success seen by Lenovo in the U.S. but also gives mention to the challenges faced by the lesser-known brand.
In the article, Goizueta Business School Marketing Professor, Mike Lewis weighs in on Lenovo’s move to connect its brand with the NFL’s fantasy league.
“What they’re really trying to do is make noise and connect to a big audience,” said Mike Lewis, a marketing professor at Emory University’s Goizueta Business School (CK). “In terms of audience, it doesn’t get much bigger.”
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