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.


Campaign US

Related Articles

Just Published

12 hours ago

Google report sees glimmer of recovery in travel ...

Consumers will prioritise hygiene, use travel bubbles and begin with short vacations, a new report suggests.

12 hours ago

The Apprentice, refreshed, leads One Championship ...

With live events on hold, the mixed martial arts promoter will be presenting a revamped spin-off of the reality-TV format to help keep its global audience of millions, and brands, hooked.

13 hours ago

Dentsu Aegis to allow Australia staff to WFH for ...

Move comes after internal survey found overwhelming majority of staff want to maintain the current work-from-home arrangements.

13 hours ago

Japan law tightens regulation of major ecommerce ...

TECH BITES: Law addresses concerns that tech giants are abusing their market power and leaving small businesses out of pocket.