Blending reality with a digital campaign
The idea
For the OnePlus Black Friday event, we developed a marketing campaign called “Operation Black Box” that engages with our community and reaches new audiences. The campaign is inspired by the “Blind Box” product that OnePlus has sold in the past, which is a box containing a random item that can be purchased at a low price. We created a series of visuals featuring the Black Box in various unexpected scenes to generate interest and anticipation.
Campaign stages
Seeding the campaign
Before the campaign launch, we invited our ambassadors to hide the Black Box in various locations around Europe and share the coordinates on Google Maps. We also teased the campaign on social media and forums to get people excited about the upcoming event.
Teasing
A full November of fun
When the campaign launched, we invited our audience to search for the Black Box coordinates on our Instagram and official website, and those who found the box on Google Maps had the chance to win a free device. We released a new box each week to keep people engaged, and in the final week of the campaign, we released a special “Golden Box” containing a lifetime supply of OnePlus smartphones.
Results
The results of the campaign were impressive. On the first day of the campaign launch, we saw a 180% increase in traffic to our e-commerce page, and the social media posts across Europe’s Instagram accounts were the most engaging posts we’ve had in recent years. Our best-performing market saw over 1200 likes and 750+ comments on the first social post, and we exceeded our traffic target by 800%. Overall, Operation Black Box was a great success.”
180
traffic to official site
800
overachievement of traffic
1800
engagements on organic posts