Get Got By A Gran
Open the game- Brand
- Lenovo
- Year
- 2022
- Objective
- Engagement
- Industry
- Tech & Telecom
- Mechanic
- Other
- Agency
- Blue Chalk Media
- With
- USA Today
- With
- CICC
- With
- Gannett
Objective
Lenovo addressed senior loneliness during COVID-19 lockdowns, recognizing that isolation posed serious health risks. The brand sought to challenge age stereotypes in gaming and create meaningful connections between seniors and the global gaming community on Senior Citizen's Day.
Solution
The 'Get Got by a Gran Challenge' recruited and trained isolated seniors in esports, then invited young gamers worldwide to compete against them in live competitions. The entire event was streamed on Twitch, bringing two unlikely communities together. Senior participants included gamers known by aliases like 'Trigger Finger' (age 68) and 'Windy' (age 78).
Results
Won Technology category at the 13th Annual Shorty Awards and Gold Honor for Live Streaming Video. Received coverage from The Wall Street Journal ('The next generation of competitive gamers is...over 60?'), CNN, and The Gamer. Participating seniors reported finding welcoming online communities and reduced feelings of isolation.
