Play, Compete, Connect: OnePlus Hits Campus Mode
this is OnePlus
1
Gaming Meets Brand Awareness in OnePlus’ On-Campus Experience
To showcase the gaming power of the OnePlus 6 handset and boost awareness of its student offers, OnePlus partnered with BAM to launch a multi-location student activation. Moving away from the traditional Freshers Fair hustle, this campaign was purposefully placed in high-traffic student union zones, offering a more immersive and relaxed environment where students could interact with the brand at their own pace. With gaming front and centre, OnePlus was able to demonstrate performance through play—turning student downtime into a branded, memorable experience.
2
From Downtime to Dwell Time: Game On
The 5m x 5m OnePlus Gaming Zone featured two daily competitions across five universities, where students could take on Asphalt 9 and PUBG challenges for the chance to win OnePlus tech prizes. Engagement came naturally: bean bags, branded backdrops, TV displays, and three OnePlus 6 handsets created a space where students could lounge, play, and learn about the product. Promotional staff helped guide students through the experience, boosting brand recognition and student sign-ups to OnePlus’ discount programme through Student Beans.
3
Winning by Design and Speed
Throughout the week-long tour, the campaign attracted hundreds of student participants. At Northumbria alone, footfall topped 2,000, with students averaging 29 minutes of dwell time at the stand. The feedback was overwhelmingly positive, with students praising the handset’s speed, screen clarity, and design. While technical limitations at some sites affected TV casting, the gameplay experience on-device remained a hit. Students preferred the direct interaction with the phones, which helped reinforce OnePlus’ performance-first positioning.
4
Looking Ahead: Bigger Footprint, Bigger Buzz
With interest already bubbling for upcoming handset releases, students were actively asking about future OnePlus drops—highlighting the potential for product tie-ins and launch-day activations. BAM recommended expanding the footprint to include Freshers and Refreshers Fairs, increasing the number of phones and gaming stations, and even introducing VR experiences. With strong engagement, standout branding, and proven dwell time, OnePlus now has a blueprint to turn gaming into a gateway for brand loyalty among students.
