It’s no secret that Smart was so excited to have the iPhone 4S on their stable so they had a huge welcome party during the Camp Out event at the Rockwell, Powerplant at midnight of December 15, 2011.
On the eve of the big night, they closed up the entire Powerplant Mall to make way for people to camp out and get their iPhone 4S. It’s probably the biggest tech event I’ve ever seen this year.
They got free buffet food from Burgoo, Sumo Sam and Cibo, overflowing coffee from Starbucks and Coffee Bean, drinks from Booze Booze Booze, free movies all night (Mission Impossible), free games at the arcade and a concert. It was a smart way to keep people who were waiting for the release of the iPhone 4S be entertained, comfortable and relaxed.
There was also a huge raffle to all those who registered with a ton of Apple products to be given away as well as a brand new Subaru Imprezza STI.
At the strike of midnight, the first 10 people who lined up also got a surprise gift from Smart — first 3 folks for a 27″ iMac, second 3 subscribers got a Macbook Air, while the rest got a PS3 and XBox 360. MVP was also there to greet everyone and take some interviews. They also flew in international DJs to fill the entire mall will cool music.
The party lasted until like 4AM in the morning of Friday (we were interviewing the waiters & servers and they told us they were transferred from other branches to man the Powerplant branch for the whole event).
Smart managed to get the attention of everyone with their iPhone 4S launch. I’ve never seen much support for a product launch ever. There was even a 4 full page ads on the Manila Bulletin the following day (with front page spread). Smart must have spent over Php20 million to pull this off (that’s just my guess).
Disclosure: Smart gave members of the media and VIP guests an iPhone 4S each. I also received and accepted the same iPhone 4S (worth Php33,200).