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initiatiVeS Vary in fOrmat, with SOme incOrpOrating a mOre interactiVe apprOach
Covid 19 has made many companies to opt for virtual launch of their products. Although COVID-19 restrictions present as obstacles for the experience economy, many millennial consumers are still looking for ways to safely engage in various events from the comfort of their homes. This desire is partly motivated by fandom and partly by curiosity, enabling individuals to connect in the digital space and experience some sense of normalcy amid the many disruptions of daily life.
Globally the live stream of events is aided by virtual reality (VR). In Japan, Asics planned to launch three new sneakers despite the pandemic outbreak. It distributed VR headsets to journalists, who could explore a virtual “innovation lab” showing each pair of new shoes, and they were asked to do actions such as jumping in time with a holographic volleyball player. The company later responded that this launch might change how the team operates in the future. ‘It’s really important that we keep moving and keep adapting. It would speed up how we have to respond as marketers,’ said a representative of the company describing the virtual launch.
Chinese mobile phone maker Xiaomi collaborated with the video platform Bilibili for a 72-hour, live-streamed launch event for its Mi 10 5G phone. The event featured a two-hour press conference with Lei Jun, Xiaomi’s founder, who unveiled the new phone, videos, product giveaways and a virtual art exhibit. The streaming event, dubbed “Life is Not Made for Defeat,” pulled in around 12 million viewers and 2.6 million comments on Bilibili’s trademark “bullet chat” format, which streams user comments across the screen in real-time.
Samsung’s Galaxy Unpacked Event in August 2020 live-streamed through YouTube had many specialities. The
event was live streamed and joined by Samsung members or fans from various countries. Joined by thousands of fans through video call, it gave the feel that they were present for the event physically. Samsung had put up the screen in a curved way covering the podium where the speakers stood to address the event. The live-streamed event had garnered more than 7 million views. Now Samsung has again invited the world to a launch event, this time saying it’s for every fan The Samsung Galaxy S20 Fan Edition is also expected in September 2020. The live-stream of the virtual launch of the product is eagerly awaited by the fans all over the world.
Global technology brand, OPPO, is set to launch the all-new Reno4 Series, together with its latest OPPO Enco wireless headphones in the Middle East on September
22, 2020 at 7:00PM UAE time (GMT +4), hosted virtually on the brand’s official website. UAE Consumers are welcome to “Own The Night” by joining the event remotely through the link – www.oppo.com/
ae – all in line with COVID-19 precautionary measures.
46 Arnon Media I September 2020