If there is anything that we miss more with the ongoing pandemic, it’s a head-banging, heart-pounding, singing along at the top of our lungs concert. Earlier this month, OnePlus, in partnership with Metro by T-Mobile, brought that nostalgic music experience to living rooms across the globe with The Drop
, a virtual concert unlike any other, featuring Grammy-nominated artist, Ty Dolla $ign. Here is how everything unfolded.
Why ‘The Drop’ ?
Following the success of Go Farther
, OnePlus’ virtual 5G-focused scavenger hunt last year, we looked to bring another impactful, yet unique, experience to our fans in 2021. Music resonates with everyone, everywhere. At a time when people are spending their days at home, counting down to when the “new normal” is in the rear-view mirror, The Drop served to provide a visual and auditory escape for everyone. We didn’t let the pandemic cloud our imagination from pushing more boundaries and decided to host our very first interactive concert in North America, to celebrate the debut of the OnePlus Nord N10 5G and N100.
"' The Drop' hosted by OnePlus is an example of how forward-thinking brands are looking at new ways to engage with their audience.”
- Jordan Udko, EVP Revenue, Maestro
Finding the Right Pieces
Partnering with Maestro, the innovation leader in interactive streaming platforms, was a must. The platform allowed OnePlus to build a deeper and more meaningful connection with our fans through creative stream overlays. To make the most of the digital broadcast, we looked to Lili Studios, the masterminds behind Billie Eilish’s “Where Do We Go? The Livestream” concert. At the helm of it all was one of the best directors in the business, Christian Lamb, who previously worked with the likes of Kygo, Taylor Swift and One Republic. The last piece we needed was a top-tier performer, a virtuoso who needed no introduction, and we landed on Grammy-nominated artist, Ty Dolla $ign.
Facing the Pandemic
It took just as much work physically setting up the concert as it did planning and collaborating on it remotely. Communication was everything, with cross-functional teams involved throughout. Most importantly, COVID-19 safety guidelines were strictly enforced, including wearing masks and temperature checks. To ensure the safety of everyone, all team members were tested for COVID-19 and once a crew member tested positive, we immediately put everything to a hold and quarantined for ten days. While the positive test warranted a postponement in scheduling, it was a necessary step to produce the best concert experience possible.
"It's all about never settling. Hosting a music concert in the midst of a pandemic was difficult – but not impossible.”
- Cameron Kelly, Senior Marketing Strategist, OnePlus
Lights, Camera, Action
On Friday night (2/5), Ty Dolla $ign and his band jammed through the outskirts of LA, performing hit songs like Paranoid, Or Nah, Spicy and more, to fans across the world. Through the custom-made streaming platform, fans were able to communicate, snap photos, build up a clap-o-meter and interact with Ty Dolla $ign in ways that have never been done before. With over 1,200,000 total viewers and $40,000 worth of prizes given away across OnePlus’ platforms, the turnout of the concert surpassed expectations and was a major success. The Drop was another way of us giving back to our fans. The goal, since the beginning, was to provide an exciting and memorable experience to all users, particularly in the prepaid market – and we did just that. As OnePlus looks to 2021 to be a year of hope and limitless possibilities, we will continue to Never Settle and bring innovative experiences to users across the world.Sights and Scenes from The Drop
Photos by Daniel Ramos @Spiritbolt.