OnePlus Created an Immersive Diwali Experience Lens

OnePlus, is a global technology brand, known for its meaningful engagements with its connected and growing user community. Every year the brand creates a unique Diwali experience for its users and this year the initiative was even more meaningful. The brand wanted people to get together safely, create a feeling of togetherness and spread cheer during a pandemic by sending immersive digital Diwali greetings. 

OnePlus partnered with Snapchat to create ‘The Balcony Diwali’ campaign, a Lens powered with hand gestures and sky mapping to virtually spread good wishes safely during the Diwali season. The Lens opened to a sparkly phone screen with a replica of the OnePlus flagship phones. The screen sprinkled multiple ‘wish’ buttons ranging from safety, strength, togetherness, and joy to celebration. To build brand interactivity, Snapchatters were provided the option to select from a total of 8 ‘wishes’ by tapping on the ‘wish button’, which would turn into colourful bubbles that would explode in the sky like skyrockets. Snapchatters could activate both the firecrackers as well as Diwali wishes by turning their camera towards the sky and using hand gestures to release colourful bubbles in the sky. The community was then able to celebrate Diwali together by sending out these greetings to their friends and family.  

OnePlus Lens for Diwali garnered over 80 million impressions and reached over 14 million Snapchatters in India¹. Overall, the campaign was a success and drove a 9pt lift in ad awareness and a 7pt lift in message awareness².