Thrillboards
Meta Quest 3
The first ever billboards you can step into and try on a mixed reality headset.
The first ever billboards you can step into and try on a mixed reality headset.
For many people, the first thing that comes to mind when they talk about VR is how isolating it can seem wearing a headset. The launch of Meta Quest 3 was our chance to change this perception thanks to Mixed Reality, a new feature that adds virtual elements into real spaces.
To invite our audience to break the barrier of the poster and step into the world of our titles Ghostbusters and The Walking dead, we tapped into the power of social media, partnering with the most influential creators and media outlets - our content on Instagram, Tiktok and LadBible amplified the experience, making our Thrillboards a desired experience to attend during London's Halloween weekend.
Project Goals:
Increase awareness within the TAYA audience (16-24 year olds) for the launch of the new mixed reality Meta Quest 3.
Demonstrate to the TAYA audience the new possibilities with a mixed reality headset.
Amaze those in London physically who can experience the thrills but also ensuring a wider reach online to capture the attention of many.
We delivered an amazing IRL experience:
All spaces booked within 4 days of launch
1.4K waitlist
Over 800 thrilling demos delivered
Amplified to a much larger online audience:
Reached over 29M people in just 2 weeks.
Raved about in over 20 publications with more than 2M total reach
Creator content exceeded expectations, smashing both Instagram and TikTok’s benchmark engagement rates.
Was 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.
And changed the way people felt about Meta Quest 3:
Those lucky enough to experience it for real left feeling differently, with 67 point uplift in the number of Gen Z’s who said the Quest was a product for them
For those that couldn't attend, Meta’s Quest relevance amongst Gen Z’s still spiked, with a 5pt increase and their likelihood to recommend to a mate jumping by 9pts
On Halloween, rather than just using our adverts to talk to teens and young adults about this new feature, we invited them to experience it for themselves: we turned traditional static billboards into live examples of what the headset can do, adding a playful and interactive layer that mimicked the mixed reality experience.
