Why there was no Transformers: Dark of the Moon product tie-in from Lenovo

PC vendor sheds insight into its involvement into the hit Hollywood movie from last summer, Transformers: Dark of the Moon

Lenovo's ThinkPad Edge E420s was featured prominently in the Hollywood film, Transformers: Dark of the Moon (2011), but no tie-in product from the vendor was released

Lenovo's ThinkPad Edge E420s was featured prominently in the Hollywood film, Transformers: Dark of the Moon (2011), but no tie-in product from the vendor was released

Transformers: Dark of the Moon was the big movie of 2011, bringing to the conclusion a trilogy that began with 2007’s Transformers by director Michael Bay and Paramount Pictures.

While Dark of the Moon was notable for the surprise comedic performances put in by actors John Malkovich and Ken Jeong, the film also featured prominent product placement from PC vendor, Lenovo.

In particular, the character Brains in the film turns into a Lenovo ThinkPad Edge notebook.

Lenovo Asia-Pacific and Latin America marketing and communications vice-president, Howie Lau, said the Transformers: Dark of the Moon placement was a result of the vendor wanting to explore “different and exciting ways” to introduce its new ThinkPad Edge line.

“The unconventional, and often surprising, use of advanced technology has always been a cornerstone of the Transformers storyline,” he said.

“This made it a perfect match for Lenovo’s [For those who] Do Machines.”

Lenovo has Brains

Over 400 Lenovo products were featured during the 154 minute running time of the film, and Lenovo worked hard with Paramount to have the ThinkPad Edge 13" laptop integrated into the storyline and transform into the Brains Autobot character.

Lau says that the Lenovo ThinkPad Edge notebook was chosen for the character due to the launch of the vendor’s then newly introduced ThinkPad Edge line.

“Since the ThinkPad Edge was released a few months prior to the film's release, it became our primary focus and we decided to bring the notebooks into the mainstream consciousness,” he said.

“That’s why we worked with Michael Bay and his production team to find a way for the ThinkPad Edge to fit organically into the film.”

Lau says that the inclusion of the Brains character not only gave Lenovo “significant exposure” in the film, but also provided the vendor with useful assets to leverage in video, print, digital, and point-of-sale.

“In turn, we carried out promotional marketing activities related to Transformers: Dark of the Moon in select markets around the world.”

MIA

However, despite the prominent display of Lenovo’s ThinkPad Edge in Dark of the Moon, no tie-in product eventuated in the months leading up to and following the premiere of the film.

While Lau admits that Lenovo did evaluate many promotional options, including a Transformers edition ThinkPad Edge and a transformable ThinkPad Edge Brains action figure by Hasbro, the vendor ultimately decided to focus its efforts in “different areas.”

“In addition to securing organic placement in the film, we focused on leveraging the Transformers brand with co-promotional marketing tactics to build awareness around Lenovo products,” he said.

“This included following-up with additional in-store point-of-sale materials leveraging the partnership.”

As for the reason why Lenovo decided to be featured in Dark of the Moon and not the earlier two Transformer films, Lau says that the vendor was not yet leveraging entertainment marketing as a marketing tactic.

Moon shadow

Eighteen months following the premiere of the film, Lau says that Lenovo’s tie-in with Transformers: Dark of the Moon, together with its global "For Those Who Do" advertising campaign, resulted in a “huge jump” in brand awareness among consumers.

“Our involvement in the film certainly was a hot topic, and it continues to be a conversation piece over a year after the theater debut of Transformers: Dark of the Moon,” he said.

“In countries that executed full marketing campaigns around the film, we also saw significant increases in sales.”

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Patrick Budmar
Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Bitdefender 2019

This Holiday Season, protect yourself and your loved ones with the best. Buy now for Holiday Savings!

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?