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Chinese smartphone maker <keyword id="2210217" type="COMPANY" weightage="20" keywordseo="oneplus">OnePlus</keyword> on Wednesday unveiled its largest experience store globally here. Spread across 16,000 sq.ft,the experience store "<keyword id="10220473" type="COMPANY" weightage="20" keywordseo="oneplus-nizam-palace">OnePlus Nizam Palace</keyword>" also includes a <keyword id="10224586" type="UNKNOWN" weightage="20" keywordseo="large-customer-service-center">large customer service center</keyword> with dedicated glass cubicles for customers to meet and consult service executives, thus ensuring transparency in the service provided, a company press release said. In addition, the store exhibits unique visual display elements showcasing the newly launched OnePlus 8T 5G. <div type="twitter" handle="MinisterKTR" handlename="Minister for IT, Industries, MA &amp; UD, Telangana" image="http://pbs.twimg.com/profile_images/1048807734848643073/XjSa3JEv_normal.jpg" favoritecount="677" retweetcount="70" status="Hyderabad gets its newest landmark! Elated to announce that the world's biggest OnePlus Store has been unveiled in… https://t.co/fCXMtniswK" createdat="1604567258000" id="1324277182936412161"></div> Highlighting the futuristic elements of the brand, the visual display elements offer one of a kind consumer experience with holographic display of the key product features, while emulating a camera lens effect. Vikas Agarwal, General Manager, <keyword id="2613562" type="COMPANY" weightage="20" keywordseo="OnePlus-India">OnePlus India</keyword>, said "OnePlus remains committed to achieving long-term growth in India. We chose Hyderabad to open our first R&amp;D centre in the country and today we are proud to be back in the city with our largest experience store. The new OnePlus Nizam Palace sets a new benchmark in the retail segment, redefining how consumers experience the premium OnePlus offerings," he said.

OnePlus opens largest experience store in Hyderabad after launching its first Indian research centre in the city

<ul><li>The launch was the first-ever Twitter campaign in the market that enabled physical, tangible on-ground interaction with a brand. </li><li>It helped OnePlus garner 21.2 million overall impressions and viewership of 1.2 million for the live stream of the launch on the service.</li></ul>Meet <keyword id="10538938" type="UNKNOWN" weightage="20" keywordseo="twitter-next">Twitter Next</keyword>, a.k.a the team driving brands to create human-centric ideas worth talking about. It comprises of strategists, planners, technologists and producers. Together they help businesses launch new products and connect with audiences through one-of-a-kind technology and data-driven campaigns on Twitter. One such campaign was OnePlus’s Nizam Palace store launch in Hyderabad. In the midst of the pandemic, instead of backing down, OnePlus pushed the boundaries and opened the doors to its largest store in the world. The brand chose Twitter to plan its virtual store launch and deliver maximum impact. The strategically planned campaign, which used technology to cut through an ever more cluttered media landscape, delivered 21.2 million overall impressions and viewership of 1.2 million for the live stream of the launch on the service. The launch was the first-ever Twitter campaign in the market that enabled physical, tangible on-ground interaction with a brand. With every Like that the livestream received on Twitter, the inaugural curtain at the store in Hyderabad lifted, in fact, the velocity and quantity of incoming Likes were used to create an acceleration on-ground. This innovative campaign unlocked several technological and creative opportunities, paving the way for many such innovations in the future. Rishabh Sharma - Head of Twitter Next India, shared, “The <keyword id="10220473" type="COMPANY" weightage="20" keywordseo="oneplus-nizam-palace">OnePlus Nizam Palace</keyword> launch was a first of its kind experience for us. We’ve been collaborating with <keyword id="2613562" type="COMPANY" weightage="20" keywordseo="OnePlus-India">OnePlus India</keyword> for a very long time and much like them, Twitter Next is always looking forward to testing and learning through technological advancements. Experiments are the core of innovation, and we’re hoping to uncover many new potentials as we continue to push our limits and that of our partners.” Siddhant Narayan, Head of Marketing, OnePlus India, said, “The digital launch of our largest ever <keyword id="4035380" type="PERSON" weightage="20" keywordseo="OnePlus-Experience-Store">OnePlus Experience Store</keyword> on Twitter was nothing short of phenomenal. As a community-centric brand, it is crucial for us to have our community at the heart of our initiatives. Therefore, we partnered with Twitter to drive a first of its kind digital unveil of the OnePlus Experience Store, while ensuring our community remained at the core of this unique digital engagement initiative. This resulted in an incredible impact of over 1 million live views and over 650,000 engagement impressions from our community. We look forward to driving several such innovative, digital-first campaigns with Twitter in the coming future while bringing the best of experiences to our community.” Let’s go behind-the-scenes to understand how Twitter Next and OnePlus did it. Caught on camera during a brainstorm: Twitter and OnePlus team members The Ask: OnePlus turned to Twitter to maximise its audience reach. At a time when people were staying home and maintaining social distance, the brand wanted to bring its customers even closer through an exciting experience. Staying true to its value to <a href="https://twitter.com/hashtag/StopAtNothing?src=hashtag_click">#StopAtNothing</a>, OnePlus was ready to push its limits for a high-engagement launch spread over four to six weeks. The Target/Desired Outcome: OnePlus laid out clear deliverables for the campaign, and Twitter was presented with the following tasks - <ul><li>Generate awareness and excitement around the OnePlus Nizam Palace store launch through compelling digital content. </li><li>Through a technological experiment, create a bespoke solution that resonates with the brand’s audience and generates positive customer sentiment. </li></ul>Let us bear in mind that these goals had to be achieved with limitations on travel, to ensure the safety of those involved, and in the absence of the brand’s fan community on ground - the life of every launch event at OnePlus. The Roadmap: The teams set out with the OnePlus community at the core of their thinking process, knowing that in the old-normal, the event would have been on-ground with the entire community in attendance. The task at hand was to replicate the same sense of connection and excitement virtually. Devising the plan of action - <ul><li>After a thorough analysis of existing OnePlus conversations and multiple brainstorming sessions between the Twitter Next Planner, Strategist and Technologist, it was inferred that the passionate OnePlus community is always looking forward to engaging, participating and sharing. </li><li>The team then laid out a framework that would not only grab the nation’s attention but also get everyone participating in the campaign by joining in for the launch. </li></ul>Changing courses throughout the journey - <ul><li>Multiple discussions with OnePlus, external partners and internal contributors led to several changes in the initially drawn skeleton to ensure adherence to the brand’s tone of voice and alignment with their campaign vision.</li><li>The nature of the launch was such that it required close coordination with the on-ground staff at the store site in Hyderabad. Logistics and technical opportunities had to be understood from a distance in order to come up with a creative and watertight plan of action. </li></ul>Roadblocks encountered and how they were overcome - <ul><li>Unexpected weather changes in Hyderabad leading to heavy floods pushed the event causing delays as well as operational challenges.</li></ul><div type="twitter" handle="OnePlus_IN" handlename="OnePlus India" image="http://pbs.twimg.com/profile_images/1288505652352921600/1avkV0ZZ_normal.jpg" favoritecount="1" retweetcount="0" status="@SakshiJ5 To our community members, waiting for the unveiling of our biggest OnePlus Store yet, we have an update.… https://t.co/5vUkxFpEGf" createdat="1602838014000" id="1317024207537082369"></div> A well-thought change in the launch timeline, along with creative revisions helped achieve the intended impact. Final engagement goals for the campaign days <ul><li>Create anticipation: Getting the audience to opt-in for the launch event.</li><li>Create an experience: Consistently communicate and reiterate to immerse the audience as if at an on-ground event. </li><li>Own conversations on launch day: Scale reach of the launch event by owning Twitter timeline.</li><li>Sustain conversations post-launch: Keep people talking for the next 48 hours by delivering an engaging experience and reminding them of what’s more in store. </li></ul>Standby, Rolling, Action: Pre-event <ul><li>Teasing the brand’s patrons for the launch with a series of Tweets, OnePlus used Twitter’s Heart-to-Remind functionality to cue people in for reminders for the event’s live stream. <div type="twitter" handle="OnePlus_IN" handlename="OnePlus India" image="http://pbs.twimg.com/profile_images/1288505652352921600/1avkV0ZZ_normal.jpg" favoritecount="10202" retweetcount="733" status="We #StopAtNothing. Even when it comes to offline experiences. Announcing the biggest OnePlus Store in the world, co… https://t.co/taCJqQ3QoA" createdat="1602248221000" id="1314550432920870914"></div></li></ul>Everyone who liked the Tweet and opted-in for the reminders received personalised Tweets on the launch day, calling them to join the event. <div type="twitter" handle="OnePlus_IN" handlename="OnePlus India" image="http://pbs.twimg.com/profile_images/1288505652352921600/1avkV0ZZ_normal.jpg" favoritecount="0" retweetcount="0" status="@SakshiJ5 Ready your 💕. OnePlus' largest store in the world - The #OnePlusNizamPalace is opening its doors in Hyder… https://t.co/i9fJxrQT2i" createdat="1604471155000" id="1323874097567248386"></div> Leading up to the launch day, OnePlus kept the buzz alive and the conversation going, reinstating the excitement around launch through a series of Tweets. <div type="twitter" handle="OnePlus_IN" handlename="OnePlus India" image="http://pbs.twimg.com/profile_images/1288505652352921600/1avkV0ZZ_normal.jpg" favoritecount="11306" retweetcount="392" status="Marking off the festive season with the exclusive unveiling of the Biggest OnePlus Store in the World! Join us on… https://t.co/jENZCuXKcF" createdat="1604219759000" id="1322819663349260288"></div> Event day On the day of the launch, OnePlus took over Twitter’s premium real estate via the Promoted Trend Spotlight to ensure maximum visibility and scale the reach of the event broadcasted via Twitter live. <div type="twitter" handle="OnePlus_IN" handlename="OnePlus India" image="http://pbs.twimg.com/profile_images/1288505652352921600/1avkV0ZZ_normal.jpg" favoritecount="9995" retweetcount="752" status="Ready your 💕. OnePlus' largest store in the world - The #OnePlusNizamPalace is opening its doors in Hyderabad. Join… https://t.co/uP8q37rmBm" createdat="1604470184000" id="1323870022461128704"></div> Post-event To sustain conversations after the launch, OnePlus continued to roll out exciting video Tweets giving people a peek into how the event was executed amidst challenging situations. <div type="twitter" handle="OnePlus_IN" handlename="OnePlus India" image="http://pbs.twimg.com/profile_images/1288505652352921600/1avkV0ZZ_normal.jpg" favoritecount="625" retweetcount="19" status="With help from our digital community, the raised the curtains for the biggest OnePlus Store in the world - the… https://t.co/okCC6M9wMg" createdat="1604742924000" id="1325013976791486464"></div> The Impact: <ul><li>The first-of-its-kind store unveil campaign recorded a whopping 21.2 million overall impressions, with the Live stream making 4.64 million impressions across timelines.</li><li>Around 10.2K people opted-in for reminders to the launch event on Twitter.</li><li>While the Live video recorded a viewership of 1.2 million, the overall video views for the campaign stood at 3.3 million.</li><li>The Live stream received 9K hearts within minutes to open the curtain and unveil the store.</li></ul>

Case Study: OnePlus uses Twitter to announce the launch of its Hyderabad store, garners 21.2 million overall impressions

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OnePlus opens largest experience store in Hyderabad after launching its first Indian research centre in the city

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Case Study: OnePlus uses Twitter to announce the launch of its Hyderabad store, garners 21.2 million overall impressions

BI India Partner

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