OnePlus 6T

The OnePlus 6T was due to launch in 2018. Everyone had become numb to the latest device upgrades but we somehow needed to celebrate the release of the OnePlus 6T, and its new in-display fingerprint scanner, and showcase OnePlus as an exciting and innovative brand at the forefront of the category.

To help cut through the noise, we designed and developed Unlock Your Speed, a web experience which relied exactly the same mechanism as the brand-new feature of the OnePlus 6T: tap to unlock.

To play, users had to do enter their name and email, and then tap away to unlock milestones.

Initially announced to the core audience within OnePlus forums, pretty soon around the globe, people began tapping their screens over, and over, and over again.

Each tapping milestone that players reached unlocked personal prizes for them, and exclusive device information for all players who were sharing everything on social media from their high scores, elaborate tapping techniques, broken bones, and hacking how-tos.

Over the two weeks the game was live, we had over 10 billion taps, from over 500,000 players. With registrations from 218 countries, we increased the OnePlus community worldwide by two hundred percent. Not only did this new community unlock the new OnePlus 6T, but they bought it too. OnePlus 6T sales in America were 86% higher on the first day than the OnePlus 6, and overall, the 6T grew by 249% in sales over its predecessor.