True to its signature tagline, ‘Never Settle’, when OnePlus planned to inaugurate its World’s Biggest Experience Store, in Hyderabad, India, in November 2020, it was determined not to let the pandemic throw a wet blanket on the event.
To ensure that its fans and the entire OnePlus community could celebrate and participate virtually in the store opening, the brand chose to join hands with Twitter. Via a tech-first innovation, it unveiled the flagship store on the platform, with the help of its community.
Prior to the digital unveiling of its iconic Nizam Palace store in Hyderabad, OnePlus created a buzz among enthusiasts, inviting them to join the LIVE stream of the grand occasion on Twitter.
Then, on the day, a multitude of OnePlus champions tuned into the broadcast, exclusively on Twitter, and virtually opened the curtains by pressing ‘Hearts' on their screen for the store reveal. Being an industry-first solution, the campaign garnered a lot of eyeballs and generated a lot of earned media for the brand.