Unboxing is the process of unpacking consumer products, especially

high-tech High technology (high tech or high-tech), also known as advanced technology (advanced tech) or exotechnology, is technology that is at the cutting edge: the highest form of technology available. It can be defined as either the most complex or ...

gadgets, which is recorded on video and shared online. It is the visual documentation of the

out-of-box experience An out-of-box experience (OOBE ( )) is the experience an end-user has when taking a product after unboxing, or for digital distribution, runs the Installation (computer programs)#Installer, installer, and is preparing to first use it, as opposed t ...

. The video typically includes a detailed description and demonstration of the product. The first unboxing video, featuring a

Nokia E61 The Nokia E61 is a mobile phone from the Nokia Eseries, Eseries range, announced as part of the new business-focused line on 12 October 2005 along with the Nokia E60 and Nokia E70, E70. The Nokia E61 is a 3G-capable smartphone running the S60 pl ...

cellphone, appeared in 2006, and searches for the term "unboxing" began to surface later that year, according to

Google Trends Google Trends is a website by Google that analyzes the popularity of top search queries in Google Search across various regions and languages. The website uses graphs to compare the search volume of different queries over a certain period of ti ...

. Initially, unboxing videos focused primarily on gadgets and fashion items. However, as the trend gained popularity, unboxing videos were available for almost all products available for purchase. By 2014, some companies were known to upload unboxing videos for their own products, while others sent products to content creators for free. Some people believe that the popularity of unboxing videos is due to the ability to provide an authentic look at the product without any manipulative advertising. By seeing what the customer is getting, they can make more informed purchasing decisions.What's the Deal With Unboxing Videos?
"

PBS Idea Channel PBS Digital Studios is a non-profit organization through which PBS distributes original educational web video content. Based in Arlington, Virginia, it comprises both original series and partnerships with existing YouTube channels. Most of the ...

", 12 February 2014. Some creators also add special effects or create unboxings in unique ways, such as underwater unboxings of waterproof smartphones. The growth of

e-commerce E-commerce (electronic commerce) refers to commercial activities including the electronic buying or selling products and services which are conducted on online platforms or over the Internet. E-commerce draws on technologies such as mobile co ...

has been a major contributing factor to the rise of unboxing.

Direct-to-consumer Direct-to-consumer (DTC or D2C) or business-to-consumer (B2C) is the business model of selling products directly to customers and thereby bypassing any third-party retailers, wholesalers, or middlemen. Direct-to-consumer sales are usually transa ...

companies have sought ways to create a positive buying experience and better connect with their customers emotionally. Investing in packaging design has become a marketing asset for their products, as engaging and cool packaging is more likely to inspire customers to record unboxing videos, thereby driving more buyers to the company. Packaging manufacturers are also increasingly aware of the role that the unboxing trend plays in the development of products, continually improving their technologies to meet the demand for higher quality printed packages. As such, boxes are no longer just a transportation tool and container; they have become valuable marketing billboards that are directly delivered to customers.

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In 2016, international fast food chain store

Burger King Burger King Corporation (BK, stylized in all caps) is an American multinational chain store, chain of hamburger fast food restaurants. Headquartered in Miami-Dade County, Florida, the company was founded in 1953 as Insta-Burger King, a Jacks ...

debuted a commercial featuring

Frito-Lay Frito-Lay, Inc. (; ) is an American food company that manufactures, markets, and sells snack foods. It began in the early 1930s as two companies, Fritos, the Frito Company and Lay's, H.W. Lay & Company, that merged in 1961. Frito-Lay itself merg ...

mascot

Chester Cheetah Chester Cheetah is a fictional character (arts), character and the official mascot for Frito-Lay's Cheetos brand snacks as well as Chester's Snacks which consists of flavored fries, popcorn and puffcorn. History 1986–2003: Traditional animatio ...

unboxing Mac n' Cheetos.

References

{{reflist Digital marketing Marketing techniques Merchandising Packaging Promotion and marketing communications User-generated content

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See also

References