MI-STERY BOX × GUINNESS CHALLENGE
MI-STERY BOX × GUINNESS CHALLENGE
Xiaomi's Mi-Stery BOX × Guinness Challenge
Xiaomi planned to boost sales of its popular product "Mi Box S" in the United States during the Christmas holiday season and attract media exposure and viral spread on social media by launching a large-scale activation at a landmark to promote "Xiaomi" culture.
Approach
Xiaomi organized a large-scale activation event in the US, where more than 5,000 people registered online, and over 1,500 people were present, of whom 703 participated in the record-breaking unboxing event. Xiaomi aimed to attract media exposure and promote "Xiaomi" culture through this event. Mr. Tong Wang was the only packaging designer for the "Mi-Stery BOX" project. In this project, Mr. Wang led the design and development of packaging from concept to production. He collaborated with product design and marketing counterparts to ensure the package delivered on strategy.
Outcome
The event was a great success, and traditional media in the US, including Campaign Magazine, Adweekly, and other professional media, as well as New York's well-known radio station Z100, and FOX TV, reported on the event. The total impression of this campaign reached 50 million. The activation campaign boosted the sales of Xiaomi's popular product, "Mi Box S," during the Christmas holiday season. Mr. Wang's packaging design played a significant role in the success of this campaign, and the record-breaking unboxing event was a huge hit among the attendees and generated viral spread on social media.
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