When you’re a newcomer you’ve got to build buzz. OnePlus is waking into a very mature market, so they need to get people talking. They need those internet points and hashtags and Youtubes. Their hook however is borderline irresponsible.
The OnePlus One smartphone looks like it could be an attractive competitor. The specs are cutting edge, comparable to many flagship devices currently on the market, and people are already talking about the intro level price of $299. It would seem that’s not good enough though.
The first batch of 100 One phones will be filtered out to a select few contest winners. What’s the contest requirement? Smash your current high end phone, and you might be selected to be one of the first hundred.
Not just any phone will do either, the list is very specific limited to phones manufactured within the last two years. HTC Ones, Galaxy S3-5’s, LG G2’s, and high end Lumias. The current cream of the smartphone crop, all still functional and competitive handsets.
The messaging is clear if a bit mean-spirited:
“Look at all these folks ready to smash their own flagship phones for a CHANCE to get our phone. That means it’s desirable!”
Using customers’ own social media followers to spread videos, hope for a few viral hits, and a good chunk of their marketing is tackled for cheap.
It’s all in good fun right?
It’s the internet. We love a good joke, a fun viral campaign. We’re always looking for something to participate in. There may or may not be pictures of me planking somewhere on the web.
First of all I have a problem with any contest which might encourage behavior that could lead to bodily harm. Inside our powerful pocketable computers are extremely dense and sophisticated battery cells. Puncturing the protective covering on those cells can lead to explosive results. A Galaxy S5 reviewer found that out the hard way doing a dopey hammer smash video.
A number of the phones on OnePlus’ list don’t have removable batteries, and they’re encouraging people on the internet to destroy their phones in creative ways. There’s surely no way that could ever backfire…
Secondly it’s all just a horrible waste. Literally. Their asking us to create a small pile of e-waste out of perfectly usable devices. Phones which could go to good homes, or donated to good causes. I actually have a couple of the phones on OnePlus’ list, and I can promise you that they’ll most likely be headed to Cell Phones for Soldiers or a local women’s shelter. They can be used as media players, alarm clocks, digital photo frames, game systems, security cameras, eReaders, home wifi video phones, or even used to help remotely power scientific research. So much potential…
Or you could just sell it. The ultimate irony is that OnePlus is trying to make a splash in the market with a phone that costs around half what a current flagship phone might cost. Looking up rates on eBay and Swappa, even a used Galaxy SIII in good condition can sell for almost the price of the OnePlus One.
It lends the whole affair a somewhat sophomoric feel. OnePlus has us writing headlines. They’re getting their free press.
But it’s leaving a bad taste in my mouth, and hopefully it doesn’t blow up in their (or anyone else’s) face…