The One Plus Go Farther Hunt Sparked Interest in the OnePlus 8T+ 5G Device
Laura McQuarrie — December 4, 2020 — Marketing
References: adweek
During any other year, Chinese smartphone brand OnePlus would have held an in-person consumer event with a keynote to launch the new OnePlus 8T+ 5G device but a different experience was needed for the phone's 2020 launch. While many products have been successfully launched with digital-only formats this year, T-Mobile and OnePlus teamed up to create a "phygital" scavenger hunt and challenge fans to find real-life pop-up stores.
For the One Plus Go Farther scavenger hunt, three pop-ups were hidden in remote places across the United States and these locations were strategically selected to show off the range of T-Mobile’s 5G coverage. The part digital and part in-person scavenger hunt helped to introduce OnePlus to US audiences, especially as it does not have a physical retail presence of its own in the country.
Image Credit: OnePlus
For the One Plus Go Farther scavenger hunt, three pop-ups were hidden in remote places across the United States and these locations were strategically selected to show off the range of T-Mobile’s 5G coverage. The part digital and part in-person scavenger hunt helped to introduce OnePlus to US audiences, especially as it does not have a physical retail presence of its own in the country.
Image Credit: OnePlus
Trend Themes
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Phygital Events — Creating new and innovative ways to launch products in a time where in-person events have become challenging presents opportunities for businesses to explore the phygital event model.
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Pop-up Marketing — The success of the OnePlus Go Farther scavenger hunt shows that pop-up marketing campaigns can drive engagement while also promoting brand awareness and sales.
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Location-based Experiences — Creating engaging and interactive experiences for users based on their location can be a key disruptor for businesses looking to make a physical impact.
Industry Implications
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Wireless and Mobile Technology — Wireless and mobile technology companies can take advantage of location-based experiences by creating unique encounters that showcase the strengths of their networks.
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Consumer Electronics — Consumers want unique and engaging experiences with their products, opening the door for consumer electronics companies to use pop-up marketing campaigns to increase awareness and drive sales.
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Event Planning — The rise of phygital events presents a new challenge and opportunity for event planning companies to create immersive and memorable experiences that blend the digital and physical worlds.
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