The latest example is today’s Xiaomi Mi Max and MIUI8 launch event at Delhi’s Jawaharlal Nehru Stadium where company’s so-called fans turned rogue, protested, and chanted anti-Xiaomi slogans.
We have come across a shocking footage showing a rebellious group of Mi Fans entering the stadium with anger and chanting slogans against the company and its Vice President Hugo Barra.
According to numerous reports, the cause of anger erupted among the fans was poor event management and lack of seats.
However, Delhi police had to be called in to have the situation under control. The incident apparently delayed the whole event.
Many journalists and bloggers have also raised questions against pathetic brand habits of mixing fan meets with press events, which unnecessarily causes trouble to both the host company and invitees.
Check out some the tweets by well-known Indian tech bloggers and journalists on today’s unfortunate incident:
Sad to see the state at Xiaomi event.. This is what happens when you invite fans, who r just thr for freebies and nothing else.
— Akansha Srivastava (@AkanshaSris) June 30, 2016
The mi-not-so-fans r not ready to go without the t-shirts even when assured they will get one, lesson for xiaomi for next event.#xiaomibust
— Sulabh Puri (@sulabhpuri) June 30, 2016
I appreciate those brands who organise events that start on time, without any fans / noise. Their product would make the talk & Earn Press.
— Amit Bhawani (@amitbhawani) June 30, 2016
The event starts with Hugo Barra apologizing for the delay, and then flaunts the record number of fan registrations. C'mon!
— Abhishek Baxi (@baxiabhishek) June 30, 2016
Last year, Xiaomi had given its wearable fitness band free to every attendee as a gift during its Mi Band launch event. Apparently, this is what attracted such a huge number of attendees. The fans reportedly started protesting after Xiaomi denied to offer any freebies.
However, incidents like this raise many serious doubts about brands and their brand engagement strategies as Xiaomi had reportedly invited around 50,000 fans while the venue could not accommodate more than 3,000 attendees in reality.
It’s not been long since Xiaomi launched its official Mi Community for its fans in India, which allows them to share feedback, participate in contests, join events, and win prizes.