Creating a global internet craze to launch a new smartphone

OnePlus is a disruptive global smartphone brand, with a fiercely loyal community that loves to talk about how great OnePlus phones are.

To launch the OnePlus 6T we decided to harness this community to take part in an internet craze that would bring to life the ground-breaking new technology of the phone.

Hidden under the display of the 6T is a new in-screen fingerprint sensor. This technology – a first for the smartphone category – allows users to unlock the device the moment their finger lands on the display.

But with so many phone launches and so many iterative innovations, audiences were less and less interested in smartphone news. So we needed to find a way to launch the 6T that created excitement, suspense, and showed off the new technology at the same time… enter, Unlock The Speed.