The most disruptive way to advertise Meta's new
Mixed-Reality headset: taking it into reality.
An immersive set of billboards that took Mixed-Reality to the next step.
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Meta’s Quest 3 Launches with a Fully Immersive Billboard Experience for Halloween
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Meta creates immersive ‘Halloween thrillboards’ for mixed-reality launch
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3D ‘Thrillboards’ Plunge You Into ‘Ghostbusters’, ‘Walking Dead’ Horrors
The experience of Mixed-Reality headsets
can feel intangible for most people. And when it comes to advertising them, it can get even harder.
So Meta Quest 3 decided to do something no-one had done before: they turned VR into reality. Literally.
Meet Meta Quest 3 Thrillboards:
An unique way to showcase the experience of using this brand new technology,
in a way that Gen Z can see and finally engage with.
Two immersive billboards
that people could interact with in a never-seen-before way:
stepping into them to become the main character of their favourite VR/MR titles.
And after all the fun, Meta offered an exclusive trial of its new headset.
Each billboard was a portal to a Secret Cinema-like experience
Using digital imagery, physical and audio cues from Meta Quest 3 content and mimicking the feeling of Mixed-Reality.
During 2023's spooky season, Meta chose two Halloween classics to spread the word.
From October 27h to 29th, Londoners could walk right into the billboards that used themes from The Walking Dead and Ghostbusters to create ads that felt like nothing else.
Reach
29M+ people
in just 2 weeks.
2M+ reach
in over 20 publications.
Creator content
exceeded expectations, smashing both
Instagram and TikTok’s benchmark
engagement rates.
Became one of Meta Quest’s most popular pieces of owned channel content, ever.
Was one of LadBibles top ten commercial posts of the year, with an engagement rates 3x higher than the benchmark.
Meta used the power of social media to amplify the campaign and invite people to visit and step into the billboards. By partnering with the most influential creators from Instagram and Tiktok, the Thrillboards became a must-see during London's Halloween weekend.