For the launch of the OnePlus 3, we wanted to get advertising-skeptical tech enthusiasts excited about the new smartphone.
We created "The Loop", a never-ending, immersive VR-experience set in outer space. Users explored the space station to learn about the new features of the smartphone – and visitors could even order the OnePlus 3 in the virtual world, and then have it delivered to the real one.
The OnePlus 3 launched on June 14, 2016, and The Loop could be downloaded from Google Play and the App Store. During the first 24 hours of the launch 58,000 downloaded the VR app. And the phone sold out in only a few days.
The campaign was launched in the US, Europe, India and China.