Protests killing Lenovo's Olympic buzz?

Its sponsorship of the Olympic games was supposed to be a coming-out party for the Chinese PC maker, but angry protests during the traditional torch run are catching the company off-guard.

Lenovo used a boatload of resources to win the contest to design the Olympic torch for this summer's Games, and what's the world's reaction? Derision and anger.

Of course, it has nothing to do with Lenovo or the torch design and everything to do with China's human rights record, its crackdown on protesters in Tibet, and its ongoing support of Sudan's government.

The Wall Street Journal takes a look at how Lenovo's $100 million-plus marketing blitz as one of the official sponsors of the Games held in its own backyard could actually be a major blunder from a brand perspective.

Lenovo executives apparently expected some protests, but were "caught off guard" by the animosity the torch was met with during the traditional relay , particularly in London, Paris, and San Francisco . But Lenovo still has several months to go before the Games begin, and the company is adamant its association with the Games and with China won't hurt its aspirations of becoming a global PC brand name on the level of Hewlett-Packard and Dell.

See the Journal story for more.

Tags:
Tech Culture
About the author

Erica Ogg is a CNET News reporter who covers Apple, HP, Dell, and other PC makers, as well as the consumer electronics industry. She's also one of the hosts of CNET News' Daily Podcast. In her non-work life, she's a history geek, a loyal Dodgers fan, and a mac-and-cheese connoisseur.

 

Join the discussion

Conversation powered by Livefyre

Don't Miss
Hot Products
Trending on CNET

HOT ON CNET

Love heavy and clunky tablets?

Said no one ever. CNET brings you the lightest and thinnest tablets on the market.