Michael Heusner
Dec 16, 2019

Xiaomi jumps on unboxing train with Guinness world record attempt

What's in the box? Find out on December 21.

Xiaomi jumps on unboxing train with Guinness world record attempt

Xiaomi is going for the gold as it attempts to break the Guinness World Record for "most people unboxing simultaneously."

The company will attempt to break the record in a mass unboxing event taking place outside the Oculus in lower Manhattan on December 21. 

The #MiSteryBOX campaign - meant to promote Xiaomi's Mi Box S, set-top box - will consist of a crowd of unboxers who will have five minutes to unwrap their "Xiaomi Mi-Stery BOX". The boxes could include anything from the Mi Box S to the Mi electric scooter. 

Xiaomi expects over 700 people to attend the unboxing event, with its influencer campaign expected to reach 20 million exposures. 

"We wanted to make the most of the excitement around the holiday gift-giving with an unconventional approach to promote Xiaomi’s Mi Box S," said Yiyang Liu, Xiaomi's North America marketing manager.

"By combining our #MiSteryBOX social campaign and the record-breaking activation event, we hope to raise awareness around the unique consumer-driven features of Mi Box S," he added. 

The current record-holder is Argentinian e-commerce company Mercado Libre, with 643 people unboxing commemorative pins celebrating the company’s 20th anniversary earlier this year.

 

Source:
Campaign US
Tags

Related Articles

Just Published

16 hours ago

Tech Bites: Week of October 3, 2022

News from Maxis, Twilio, Dentsu and more.

16 hours ago

Coca-Cola sponsors COP27: Buying its way into ESG ...

SOUNDING BOARD: By cashing in on Coca-Cola's cheque, is COP27 inviting conversation and giving an opportunity for reflection or is the climate change summit becoming a part of the greenwashing problem?

16 hours ago

Women to Watch 2022: Haylie Craig, Colenso BBDO

As a seasoned creative, Craig is a fierce advocate for bold, inclusive work for the betterment of others—particularly those in the queer community.

21 hours ago

Cadbury Celebrations illuminates a hawker's Diwali

Watch the film conceptualised by Ogilvy here.