Huawei's Pop-up Let Guests Smash Their Old Devices with an Axe
Ellen Smith — July 16, 2018 — Marketing
Huawei's pop-up in London's SoHo 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
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 Themes
1. Destructive Pop-ups - Other brands can create pop-up events where consumers can creatively dispose of their old devices with unique tools for destruction.
2. Emotional Consumer Engagement - Brands can tap into consumers' love/hate relationships with their technology to create unique emotional experiences that drive brand engagement.
3. 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.
Industry Implications
1. Mobile Device - Mobile device brands can create similar pop-up events to engage with consumers and showcase their brand in a unique way.
2. Retail - Retail brands can create pop-up events to offer experiential marketing and drive foot traffic to their brick and mortar locations.
3. Marketing and Advertising - Marketing and advertising agencies can leverage this trend to create engaging campaigns for their clients.
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