Meta’s Halloween billboards in London for the new Quest 3 VR headset embody the promise of the product itself—expanding from what initially looks like a 2D surface into a 3D space that passersby can actually walk into and explore.
AMV BBDO and Unit9 worked with Meta Reality Labs and in-house creative agency Creative X on the activations—which they’re calling “Thrillboards.” Built in the Shoreditch neighborhood, they use a mix of set design and special effects to create the effect of a 2D poster, but guests can enter the boards and follow an immersive theater experience that includes a trial of the new headset.
The creative focuses on two Halloween-appropriate horror games available on the Quest 3—“Ghostbusters: Rise of the Ghost Lore” and “The Walking Dead: Saints & Sinners.” Here’s video of the “Walking Dead” walkthrough:
“Unlike most Halloween launches, games on the new Meta Quest 3 are a world-expanding experience that blur the lines between gaming and reality,” said Michael Jones and Thomas Hazledine, creative directors at AMV BBDO. “‘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.”
The activations are part of Meta’s “Expand Your World” consumer campaign for the Quest 3, running until the end of the year.
“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,” said Jason Miller, EMEA integrated marketing lead at Meta. “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 firsthand what's so amazing about mixed-reality and the Meta Quest 3, with a wide range of experiences available for everybody.”