Lenovo tied up with Transformers 3, and every computer-related scene showed the Lenovo computer, with the logo appearing no less than 10 times.

Within the movie, the brain of the computer is actually an Autobot which transforms into Sam’s trusted partner, and plays a vital role in helping Autobots save the planet. So, to build a promotion, the promotion asked the question, 'what was the nickname of the ThinkPad used within the Transformers 3 movie?'

Lenovo used promotional materials in print, OOH, online banners and a website, as well as a 30 second film played before thousands of screenings of the full-length feature. The result was over 1,440,000 visiting the Lenovo Transformer website with 55% responding correctly to the big question. But the most impressive result of the promotion was Lenovo ThinkPad Edge sales increasing a whopping 29% in the three months following the promotion, selling out the Edge model completely. (Proving that saving the world can also be very good for quarterly sales.)