OnePlus became a bit of a stealth success by putting a big focus on word-of-mouth, low prices and internet stunts rather in place of normal marketing.
However its latest move is a strange one – OnePlus has reportedly spent a lot of cash to feature in House of Cards season 4.
Claire Underwood, the fictional First Lady of the United States, is even spotted using the OnePlus One, but blink and you'd miss it.
Sadly, Kevin Spacey's Frank Underwood doesn't pick up the device throughout the 13-episode season. He's still rocking the BlackBerry.
According to a Weibo post, OnePlus spent $300,000 on the product placement in the new season. We've asked OnePlus for confirmation - it's a strange move for the company considering it prides itself on not doing traditional marketing.
OnePlus co-founder Carl Pei said in a blog post last July, "We will only spend money on marketing when it really, truly adds value for our fans. For example, our upcoming VR launch and our free OnePlus Cardboard is a form of marketing that wasn't free to produce.
"But, it's more than just marketing. It's a gift to our fans and invitation to experience the launch with us."
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James is Managing Editor for Android Police. Previously, he was Senior Phones Editor for TechRadar, and he has covered smartphones and the mobile space for the best part of a decade bringing you news on all the big announcements from top manufacturers making mobile phones and other portable gadgets. James is often testing out and reviewing the latest and greatest mobile phones, smartwatches, tablets, virtual reality headsets, fitness trackers and more. He once fell over.