Meta Reality Labs Launches ‘Halloween Thrillboards’ for Quest 3, Its First Ever Fully Immersive Billboard Experience

Disruptive billboards promote the latest immersive mixed reality headset with an equally immersive reality bending campaign developed with AMV BBDO and Unit 9

Today, Meta’s Reality Labs will unveil its disruptive, fully immersive, ‘Halloween Thrillboards’ in the heart of Shoreditch, to mark the launch of the Meta Quest 3 and as part of their ‘Expand Your World’ consumer campaign running until the end of the year. Flipping the script on traditional 2D content, and the traditional 2D OOH that promotes it, this exciting activation offers people the chance to step into a billboard and experience the worlds of two huge entertainment franchises available as games on the headset: Ghostbusters and The Walking Dead, blurring the lines between the real and the virtual. Just like the new mixed-reality headset.  

Running between 27th – 29th October at Protein Studios, London, these chilling billboards, created by AMV BBDO and Unit9, may appear normal at first glance, but offer an experience that transcends traditional boundaries. Members of the public will have the opportunity to enter the world of the games, stepping directly into specially crafted billboards of their favourite horror titles before enjoying an exclusive demo of Meta Quest 3.

The ambition of the activation is to showcase Meta Quest 3’s groundbreaking technology and make it the most requested and gifted item this holiday season. Demonstrating the next level of immersive technology, it aims to engage consumers with spine-tingling adventures of exclusive content from Ghostbusters: Rise of the Ghostlord and The Walking Dead: Saints & Sinners, broadening virtual reality’s appeal beyond gaming audiences and showing the extraordinary experiences available with Quest 3.

The Thrillboards employ a mixture of set design and special effects to create an appearance of a two-dimensional poster, before guests cross the boundary, the illusion is broken and the two realities blur. They are then transported through an immersive theatre experience, emulating game play culminating in a trial of the new headset.

Jason Miller, EMEA Integrated Marketing Lead, said “With these unique Thrillboards and the Meta Quest 3, we wanted to expand the reality of what’s possible for consumers to experience this Halloween. We’re excited for people to get hands-on with the exclusive demos available and fully immerse themselves in the scares and thrills of this IRL experience. People can see first-hand what’s so amazing about mixed-reality and the Meta Quest 3, with a wide range of experiences available for everybody.”

AMV BBDO creative directors Michael Jones and Thomas Hazledine said, “Unlike most Halloween launches, games on the new Meta Quest 3 is a world-expanding experience that blurs the lines between gaming and reality. Thrillboards activates this experience, casting our visitors not as spectators, as typical billboards do, but as active participants, both in real life and on the Quest, launching them straight into a reality bending immersive journey”.

This campaign was led by Meta Reality Labs Marcom & in-house creative agency Creative X , in partnership with AMV BBDO and Unit9, who managed creative and production respectively.

Credits:

Client: Meta

Brand: Meta Quest 3

Campaign title: Meta Quest 3 Thrillboards

Client name: Jason Miller

Creative Agency: AMV BBDO

CCO: Nicholas Hulley and Nadja Lossgott

Creative Director: Michael Jones and Thomas Hazledine

Creative Team: Charles Olafare, Josie Finlay, Safaraaz Sindhi, Stephanie Symonds, Ian Partick and Chelly Brown

Agency Planning Team: Yolanda Davis and Alice Aldridge

Agency Account Team: Dorothy Tang, Amy Tippen-Smith, Alex Sandford Smith and Richard Moloney

Agency Producer: Ian Whittle and Maggie Scriven 

Agency Designer: Javier Auguste and Ian Patrick

In-House Creative Agency: Creative X – Jorge Calleja (Executive Creative Director), Stephania Silveira (Group Creative Director), Robbin Ingvarsson (Group Creative Director), Natalie Ranger (Creative Director), Pascal Meline (Producer), Bryony Cook (Producer) and Sofia London (Producer)

In-House Media: Tobiloba Fani-Kayode

In-House Comms Strategy: Bea Frigerio

In-House Influencer Marketing: Bukunmi O-Thomas

Media Agency: Spark 

PR Agency: H+K

PR Account Team: Priya Sund, Emma Franklin-Wright and Linsey Rossell

Influencer Agency: Fanbytes by Brainlabs

Influencer Account Team: Harry Tidswell,  Alborz Farahati, Louis Barrett and Stanley Hambidge

Production Company: UNIT 9

Director/Creative: Kate Lynham and Thomas Davis

Production Co. Producer: Eleni Willmott, Ulla Winkler and Paulina Pawlak

Post-production Company: Unit 9 and Blind Pig

Audio Post-production: Envy

CGI Animation House: Blind Pig

Creative Director & Animation Director: Ric Comline

Executive Producer: Thierry Levy

3D Animator: Lawrence Scanlon

Production Assistant: Susie Joseph

Shoot Director of Photography: Michael Beddoes

CGI Post-Production: Absolute

Colourist: Matt Turner

Sound Design: Rich Martin

Source: AMV BBDO

  AMV BBDO, Halloween Thrillboards, Jason Miller, Meta’s Reality Labs, Michael Jones, Thomas Hazledine, Unit 9