Increase brand awareness for Meta, drive Reels considerations and seed the idea of what the future of the festival could be in the Metaverse among content creators. We were tasked with activating during tentpole festivals like VidCon, SXSW and Coachella. Our goal was to produce creative that makes the Metaverse relatable and exciting.
Familiarity with the Metaverse is low, but the use of mixed reality and AR filters is higher particularly among savvy creative audiences. Armed with the insight that creators are under constant pressure to deliver unique content, we developed a strategy to deliver innovative AR filters to help their content break through when they attend festivals and industry events.
For SXSW and Coachella we created bespoke AR filters that imagined what those events could be in the Metaverse. Modern touchpoints of each festival were re-imagined in an iridescent world where the laws of reality are bent at will. Performers can be 50 ft tall, sound can be seen, and festival fashion is crafted from impossible materials. With a spin, Creators were outfitted and able to experience future festival worlds and share it with others, putting the future in the hands of those who will shape it.
Filters were promoted with video ads on Instagram and Facebook, and available natively in both apps.
The filters generated strong buzz in a crowded market as indicated by beating industry benchmarks for usage. It also drove content production from people using it to generate content.