Meta: Quest 3 Thrillboards

Objective

Meta aimed to launch the Quest 3 mixed-reality headset as a premium holiday gift with an experiential campaign. The activation demonstrated the device's immersive capabilities through a limited-time event designed to generate buzz and position Quest 3 as the must-have tech product of the season.

Solution

AMV BBDO and Unit9 created 'Halloween Thrillboards'—interactive billboards that appeared flat from the street but invited visitors to step inside and experience two branded games: Ghostbusters: Rise of the Ghostlord and The Walking Dead: Saints & Sinners. Participants engaged with full immersive gameplay powered by Meta Quest 3, blurring the line between billboard advertising and experiential entertainment. The activation ran October 27–29, 2023, at Protein Studios in London's Shoreditch district, concluding with an exclusive Quest 3 product demo for participants.

Results

Not published.