The ask: make the Meta Quest 2 headset coveted, essential technology for 18–24-year-olds, while adhering to brand guidelines, "heroing" the features of the headset, and showing off its many capabilities outside of gaming.
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The Budget: $10 million
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This campaign won nationals at the National Student Advertising Competition
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META QUEST 2
THE STRATEGY
Woah woah woah! Are you wondering where the rest of the plans book is? Our strategy is awesome, research-fueled, and tells a story. Where better to read a story than a book? Check out the plans book here
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THE CREATIVE
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THE EXPERIENCES
We dedicated 57% of our 10 million dollar budget to promotions and creative media placements. In a campaign built upon inspiring conversations and intangible moments among Gen Z, all of these promos are designed to get people talking and create memorable moments attributable to Meta Quest.
To kick off our campaign, we will show up at each of our spot markets (see plans book) with a Horizon Worlds Kiosk. It will feature a window into the Metaverse with a push to talk button to talk to people inside VR. To use the headsets available, students need only to download the app and create an account. To celebrate, we will give them a Meta-branded birth certificate which contains a QR code to our campaign microsite. We will also give our Vans-partnered backpack filled with college starter pack items.
We will show up at the most anticipated rivalry football games in our spot markets with a full-service double decker bus. The top floor will feature MetaQuests to play with friends with gameplay streamed to TV screens. The bottom floor will feature a food truck with pretzels and Mark Zuckerberg's favorite, Sweet Baby Rays. The bus will also hand out disposable cameras to capture intangible moments at the game. Students will register their cameras via a QR code through the microsite. We will develop their photos for them and send them in an Instagram DM. Students will also be entered to win one of four $5,000 scholarships.
HORIZON WORLDS KIOSK
META MOMENTS BUS
DRIVE-IN WITH BIG SCREEN
We will show up at our spot-markets with a drive-in movie experience. To promote the event, we will fly our influencers to UCLA for an advance screening. At our campus events, students will be greeted with hired paparazzi on our red carpet, where they will have reserved a vintage car through the microsite. They will watch one of four interactive VR films, and will be given popcorn and milkshakes from Shake Shack. We will wrap the night up with a fireworks show!
DANCE CENTRAL BAR NIGHT
At college bars in our spot markets, we will set up a dance floor with Dance Central. Think karaoke, but dance! Participants will be filmed in front of a green screen, and videos will be sent to participants via the microsite. To promote bar safety, we will also be giving out drink covers and free Lyft rides home.
COLLABORATION STATIONS
When it's time to hit the books, our Collaboration Stations in college libraries will be there for you! Collaboration Stations with four Quests preloaded with productivity apps inspire better group project workflow. Jukeboxes loaded with curated spotify playlists will also be featured. The first 100 people to reserve a station through the microsite will receive a Meta/Vans backpack.
Mental health is an incredibly important conversation, especially to Gen Z. 1 and 4 of Gen Z reports feeling emotionally distressed, and suicide is the second leading cause of death for 18-24 year olds. So on World Mental Health day, we will post a variety of posts to encourage discussion around mental health. For every share, up to half a million dollars will be donated to the Trevor Project and the Jed Foundation.
LET'S SHARE CSR
To wrap up our campaign in December, we will post daily spot the differences inspired by our static ads and influencers. Users who repost and circle the differences will be entered to win one of five $1,000 prizes every day. On December 31st, we will launch two worlds in Horizon Worlds inspired by our daily collages. Users will have to find 50 differences, and the first person to find them all and post them to the microsite will win $100,000.
Inside Target and Walmart, we will place mannequins inside headsets pointing the way to the technology section. This will inspire users to check out Quest during their back to school shopping.
SPOT THE DIFFERENCE
IN STORE PLACEMENTS
Inside coffee shops in our spot markets, we will place conversation stops. These will be comfortable, eye-catching bus stops which feature our static ads to inspire new conversations. Consumers will also be given a meta branded coffee cup with a link to our micro site to learn about upcoming events.
CONVERSATION STOPS