The meteoric rise of Chinese tech start-up OnePlus gained global acclaim for its high-end budget smartphones. Having originally sold 1.5m units of the first smartphone within the first year, they quickly became a real contender against the far-bigger tech companies. Fast forward 5 years and as OnePlus prepared for the launch of its new OnePlus 7 PRO, they needed to create a disruptive event where their loyal fans were integral to it and the smartphones key features were showcased.
Working with OnePlus, we created a series of pop-up experiences that had two of the 7 Pro’s most iconic features at its heart – the camera, and its incredible inbuilt gaming features. The crucial aspect of the pop-ups was putting its community at the core, giving them the opportunity to try and buy the hotly anticipated OnePlus 7 PRO before anyone else.
The first pop-up was a rooftop launch event, and saw queues beginning from 3am around the block at JOHN LEWIS’ flagship store on Oxford Street. OnePlus fans were also given the chance to meet-and-greet with the UK’s number 1 Tech YouTuber, Mrwhosetheboss. This elevated experience was designed to create a highly photographic environment offering multiple photo opportunities.
At the same time, literally across the street, the upper mezzanine of the Three flagship store was transformed into a OnePlus Gaming Café. We took guests through the history of mobile gaming and allowed them to play some of the most iconic mobile games from the past four decades. Gaming workshops, industry talks and unique meet and greet sessions with professional eSports team Fnatic all made this 6-week experience a OnePlus community fan favourite pop-up.