MI-STERY BOX × GUINNESS CHALLENGE

MI-STERY BOX × GUINNESS CHALLENGE

Xiaomi's Mi-Stery BOX × Guinness Challenge

Xiaomi aimed to amplify sales and enhance brand visibility for its "Mi Box S" during the U.S. Christmas season with a large-scale activation event. This initiative sought not only to boost product sales but also to spread "Xiaomi" culture through significant media exposure and social media buzz.

Approach

Tong Wang served as the lead packaging designer for the Mi-Stery BOX, overseeing the entire design process from concept to production. His responsibilities included spearheading the packaging development, collaborating closely with product design and marketing teams to align the packaging with Xiaomi's strategic goals.

The campaign featured a large-scale event attended by over 1,500 individuals, with 703 participating in a record-setting unboxing challenge. The event was designed to create a memorable experience that highlighted Xiaomi's innovative spirit and engaged both the attendees and a broader online audience.

Outcome

The event significantly boosted the visibility and sales of the "Mi Box S," culminating in extensive coverage by U.S. media outlets like Campaign Magazine, Adweekly, Z100 radio, and FOX TV. Impressions from the campaign topped 50 million. The success of the Mi-Stery BOX, spearheaded by Mr. Wang's design, contributed greatly to the campaign's impact, making the unboxing event a viral sensation and a landmark promotional achievement for Xiaomi during the holiday season.

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