THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

Lenovo Legion Community

Entered in Community Management

Objective

The Problem: Gaming Brands Talk at Gamers—We Wanted to Talk With Them

For years, gaming brands have operated the same way: big-budget esports sponsorships, high-production launch videos, and product-focused marketing. The problem? These campaigns spoke at gamers, not with them.

But gaming is inherently social. It’s not just about playing—it’s about sharing experiences, building communities, and pushing each other forward.

With Reach Your Impossible, Lenovo Legion set out to do something different. Instead of just creating marketing campaigns, we built a community-first movement—one where gamers weren’t just customers, but co-creators, collaborators, and culture-drivers.

The mission:
🎮 Turn Lenovo Legion into a true gaming community, not just a brand.
🎮 Create a space where Gen Z gamers could see themselves—not just the 1% of esports elites.
🎮 Leverage Legion’s entire ecosystem—TikTok, Discord, Twitch, influencers, and retail—to create a two-way conversation.

This wasn’t about selling laptops—it was about fueling ambition and making Legion a part of gaming culture.

Could a PC brand move beyond just spec sheets and performance metrics to become a community gamers genuinely cared about?

Strategy

The Insight: Gamers Don’t Just Play—They Build, Create, and Connect

For Gen Z, gaming isn’t just about competition—it’s about belonging.

They aren’t just playing games; they’re streaming, modding, designing, and making content. And yet, most brands still market to them as players, not creators.

Instead of focusing on selling a product, Lenovo Legion focused on building a culture—one that elevated gamers beyond the leaderboard and turned them into community leaders, content creators, and digital storytellers.

The Big Idea: Turning Gamers into the Voice of the Brand

Instead of pushing brand-led messaging, Legion handed the mic to gamers. Across every platform, we designed experiences that invited participation, collaboration, and creativity.

Bringing It to Life: A Multi-Platform Community Strategy

🔹 TikTok: From Brand Account to Creator Hub

🔹 Discord: Legion’s Always-On Digital Clubhouse

🔹 Twitch & YouTube: Elevating Gaming’s Real Stories

🔹 Retail & E-Commerce: Community-Fueled Brand Experience

🔹 Influencer-Led Engagement

Challenges & Overcoming Them

Results

From a Marketing Campaign to a Living, Breathing Community

Lenovo Legion didn’t just gain followers—it built a gaming culture that felt real, participatory, and authentic.

📈 +50% increase in community engagement across Discord & TikTok
📈 TikTok views exploded from 7M to 27.8M in Q4 alone
📈 +343K new Legion community members across all platforms
📈 Legion Discord grew into a 24/7 active gaming hub
📈 5X increase in brand engagement on streaming platforms (Twitch & YouTube)

🔥 The Dino Giveaway became Legion’s biggest viral moment, driving millions of interactions.
🔥 Reach Your Impossible stories generated 50K+ organic UGC submissions—gamers wanted to be part of the movement.
🔥 Legion went from a product-led brand to a community-first gaming brand.

More than just a campaign, Lenovo Legion rewrote the rules of gaming community management.

Legion isn’t just a gaming laptop—it’s a space where gamers feel seen, supported, and celebrated.

Final Thought: A Brand That Gamers Built

Gaming isn’t just about playing anymore. It’s about streaming, modding, designing, creating.

With Reach Your Impossible, Lenovo Legion proved that a brand isn’t what it says—it’s what its community makes it.

And in doing so, Legion became more than just a gaming brand.

It became a movement gamers could call their own.

Media

Entrant Company / Organization Name

Lenovo Legion