Xiaomi scheduled to introduce its new “Mi Box S” to the U.S. with a promotional trail running from the beginning of December right up to the New Year. No.1 requirements were to stimulate sales and expand its fandom all the while supporting large-scale offline activities to let everyone get a feel of the “Mi Fan” culture.

Xiaomi scheduled to introduce its new “Mi Box S” to the U.S. with a promotional trail running from the beginning of December right up to the New Year. No.1 requirements were to stimulate sales and expand its fandom all the while supporting large-scale offline activities to let everyone get a feel of the “Mi Fan” culture.

Online Marketing: Recruitment of 65 micro-influencers to engage in “#meetmiinthebox”.

Venue Installation: Naming of the space,” MiBox,” and organizing Mi Box elements across the venue as to create multiple forms of visitor exposure. The design of an “Instagram Room” to encourage everyone to share on social media and intensify topic popularity.

Activity Design: Design of an interactive game to optimize visitor experience and increase participation.

Guest Invitation: The effective invitation of more than 50 influencers, including hugely popular YouTube influencers Eh Bee Family and Jordan Matter.