OnePlus Hosts an Invite-Driven Activation in Times Square
Two-year-old China-based smartphone manufacturer OnePlus boasts a global cult following despite having no brick-and-mortar shops and an invitation-only sales model. For the launch of the new model, OnePlus 2, the brand leveraged the buzz-building intrigue of its business model with a pop-up experience in the middle of New York City’s Times Square. Inside the white honeycomb-shaped dome was a multi-dimensional technology experience that elevated the brand’s innovation messaging.
Leveraging the company’s interest in invite-only experiences, the most devoted OnePlus users were sent early notifications of the activation and given the chance to line up (some arrived as early as 4 a.m.) to experience the OnePlus 2 before the general public. If the lines of super fans weren’t enough, OnePlus displayed custom content on a one-hour loop on the iconic 44-foot NASDAQ tower screen over Broadway and 42nd Street. Live feeds from simultaneous London and Milan launch pop-ups, social media posts aggregated via #neversettle and GIFs from the on-site selfie booth were displayed on a social content screen just outside the dome.
From demos, feedback sessions and interactions with brand ambassadors inside the dome, to tech-fueled installations outside the dome, the OnePlus 2 launch led to more than 350,000 digital impressions on top of media coverage. A plus one for OnePlus.