July 21, 2020 – Augmented reality (AR) platform provider, Blippar, has today announced that it has delivered a product launch event entirely in AR for OnePlus Nord; the latest smartphone from technology brand OnePlus.
In what the company states is a “major technological breakthrough”, Blippar has expanded upon the typical shorter format for AR experiences and instead created a 26-minute live streamed event using its AR technology to deliver an interactive digital experience for viewers around the world.
Blippar took the traditional convention centre-style launch event and transformed it into an immersive AR experience, something that the company states provides an innovative blueprint for brands and organisations globally who are now having to consider how to deliver global product launches in a post-COVID world.
According to Blippar, the event was live streamed to hundreds of thousands of users simultaneously through a custom-built app (compatible with iOS and Android) with adaptive streaming capabilities and live audience interaction. Key features included a futuristic three-dimensional AR stage with high-definition video content and animations and a digital avatar of OnePlus Co-Founder Carl Pei presenting a 3D model of OnePlus Nord.
Viewers could also see and interact with detailed specifications and features of the new smartphone, and create and share their own avatar and reactions to the launch in real time – all of which was made possible through the immersive capabilities of augmented reality.
Blippar’s CEO, Faisal Galaria commented: “OnePlus saw an opportunity to challenge the norm and innovate during the crisis by revolutionizing the traditional smartphone conference launch. As well as enabling consumers to explore the new OnePlus Nord from the comfort of their living room, Blippar has enhanced the traditional launch experience and made it far more experiential with extra features that are only possible through AR.”
Galaria added, “The opportunities for AR are endless and this world-first event for OnePlus perfectly illustrates how brands can use the technology to connect with their audiences and create new, more scalable and compelling types of product launches in the new normal.”
The event is now available to view, on demand, for the next two months. Popular YouTube channel, Unbox Therapy, which has nearly 17 million subscribers, also covered the augmented reality unveiling of the Nord, and their coverage can be viewed here.
Blippar stated that over fifty thousand users also received a pre-event invitation containing a unique AR preview of OnePlus Nord. By simply scanning the QR code on the invite with a mobile device, invitees were able to access two event teasers through the OnePlus Nord app; a silhouette of the device they could hold in their hand, and a pre-visualization of the AR stage with a live countdown to the official launch.
Carl Pei, Co-Founder of OnePlus, said: “With our ‘Never Settle’ philosophy, OnePlus is always seeking the best and most advanced technologies to push the boundaries of what is possible. As the pioneer and leader in AR, Blippar was the ideal partner to help realise our vision of sharing our technology and the Nord with a global audience through an exciting and refreshing new format. The event is a fantastic achievement from both a technical and creative perspective.”
To give an inside look at the making of the OnePlus Nord from concept to launch, OnePlus also produced a four-part documentary series, which was filmed across five countries during lockdown. The fourth episode focuses on the creation of the AR product launch with Blippar and will be available later this month, according to Blippar.
Image / video credit: Blippar / YouTube
About the author
Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he has been covering XR industry news for the past five years.