Thrillboards

Objective

Meta needed to showcase the mixed-reality capabilities of the Quest 3 headset at its launch in autumn 2023. The campaign aimed to demonstrate how the device blurs the boundary between physical and virtual worlds by creating a tangible, memorable experience around Halloween entertainment franchises (Ghostbusters and The Walking Dead) available on the platform.

Solution

Thrillboards transformed ordinary-looking billboard installations in Shoreditch, London (27–29 October) into walk-in portals. Passersby encountered posters that appeared normal but functioned as gateways to fully immersive virtual environments on Meta Quest 3. Visitors could step into a Ghostbusters headquarters or The Walking Dead apocalypse, experiencing the device's world-blending capabilities firsthand. The experiential activation was produced by Unit9 and executed at Protein Studios.