# Phone-Smashing Pop-ups Huawei's Pop-up Let Guests Smash Their Old Devices with an Axe By Ell Smith | Published 2018-07-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/huaweis-popup References: [psfk](https://www.psfk.com/2018/07/huawei-activation-smartphone-p20-pro.html) & [huawei](https://www.huawei.com/us/) [Huawei's](https://www.trendhunter.com/trends/light-up-your-rings) pop-up in London's [SoHo](https://www.trendhunter.com/trends/sev-laser) neighborhood proved to be a smashing success, as the mobile phone brand invited consumers to destroy their old smartphones. This creative event was put in place following research that suggested most phone users have a love/hate relationship with their smart devices. This pop-up offers people the chance to destroy their smart devices in a way they've always fantasied about. Options for destruction include an axe, a frying pan or a mallet. In addition, the event will be recorded in slow-motion using P20 Pro’s camera, offering the guest a chance to share this unique experience on social media while providing free advertising for the brand. Image Credit: Huawei Mobile via Twitter ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 89% | Activity: 93% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Destructive Pop-ups:** Other brands can create pop-up events where consumers can creatively dispose of their old devices with unique tools for destruction. - **Emotional Consumer Engagement:** Brands can tap into consumers' love/hate relationships with their technology to create unique emotional experiences that drive brand engagement. - **Social Media-friendly Pop-ups:** Pop-up events that are designed to provide unique social media content for guests to share can lead to increased brand exposure and consumer engagement. ### Sectors Adopting This - **Mobile Device:** Mobile device brands can create similar pop-up events to engage with consumers and showcase their brand in a unique way. - **Retail:** Retail brands can create pop-up events to offer experiential marketing and drive foot traffic to their brick and mortar locations. - **Marketing and Advertising:** Marketing and advertising agencies can leverage this trend to create engaging campaigns for their clients. ## Related on Trend Hunter - [Sensory Product Pop-Ups](https://www.trendhunter.com/trends/the-pain-payback.md) - [Smartphone Seating Campaigns](https://www.trendhunter.com/trends/samsung-galaxy-z-flip-4-promotion.md) - [Flea-Market-Inspired Brand Experiences](https://www.trendhunter.com/trends/diy-experience.md) - [Interactive E-Waste Billboards](https://www.trendhunter.com/trends/cash-for-trash.md) - [Retail Rage Rooms](https://www.trendhunter.com/trends/miista.md) - [Swapped Phone Campaigns](https://www.trendhunter.com/trends/kitkat-phone-break.md) - [Bitterness Smashing Beer Ads](https://www.trendhunter.com/trends/smash-their-bitterness.md) - [Playground-Inspired Tech Retail Experiences](https://www.trendhunter.com/trends/tech-playground.md) - [Sensory Audio Retail Pop-Ups](https://www.trendhunter.com/trends/bang-olufsen2.md)