Meta Quest 2

Role: Experience Designer, Immersive Department

Contributions: Competitor and market research, user research, floor plan and interior design, 3D mockup design, activation budget planning

Duration: January-April 2022 (~2.5 months total)

Results: Our student agency won "Best Media Plan" and 3rd Place in District 10

I was selected to be a part of the Integrated Communications Campaigns course at UT Austin that would participate in the American Advertising Federation's National Student Advertising Competition. I spent the semester as an experience designer at "The Lab," the university's in-house student agency, to create a campaign for Meta's Quest 2 VR headset. As a member of the immersive department, our responsibility was to create an experiential activation.

Getting 18-24 year old students and young adults to make the Meta Quest 2 an essential that keeps them socially connected and infinitely entertained.

Using connection, exploration, and relaxation to develop a product awareness campaign that encourages trial and enhances everyday life.

Connection: attendees can easily connect with their friends or make new ones in this collaborative open space

Exploration: attendees can explore the variety of VR experiences available on the Meta Quest 2 and learn something new

Relaxation: the Meta Cafe has free drinks, relaxing aesthetics, late night hours, and an accessible location to entice college students to step in and unwind

The Meta Cafe is an on campus branded pop-up cafe that stays open late and provides attendees free drinks and opportunities to interact and observe the Meta Quest 2 in action.

Onboarding: fill out a survey (collects basic user information and creates a profile for user; profile is used to claim the free drink items and connects Meta to consumers)

Engage: head to the demo pods to try the Meta Quest 2 (choose VR demos from content library)

Observe: order a free drink at the coffee bar, watch Meta Quest 2 content streams on TVs, socialize with other cafe visitors

Richie's Plank Experience

SUPERHOT VR

Beat Saber

Bonfire

Keep Talking and Nobody Explodes

Half + Half

Rec Room

SculptrVR

Walkabout Mini Golf

Event check-ins (attendance)

Engagement rate (# of drinks served, # of attendees who demo)

Number of profiles created

Social media mentions

Cost to product mention ratio

Number of returning guests (and # of referred guests)

Pipeline generated (# of quantified potential sales leads, direct contact information)

Cost per attendee

Low accessibility barrier for consumer group to have access to the Meta Quest 2 by being in a closer proximity radius

Opportunities for consumer to use the Meta Quest 2 to test applications, games, and other platforms

Connects with students in a familiar way with free drinks, on campus social interaction spaces and high incentives

Allows for opportunities to visit the space with friends, refer others, and generate word of mouth through watching and participating in experiences

Working on this campaign was one of the best learning experiences in my undergraduate career and I'm really glad I got to be a part of this team! As someone with no agency experience, this gave me a look into what agency life is like and challenged me in new ways. Through all the brainstorming sessions, weekly presentations and critiques, social meetups, late night texts, trying to figure out new software together, and traveling to another city for the competition with people I met only a few months ago, this experience gave me a greater appreciation for the work that each department does and the bonds created while working together.