Ahead of the winter holidays which were predicted to bring a new wave of Quest headset users, Meta wanted to build awareness and engagement around their VR gaming app Meta Horizon Worlds.

In response, we developed “It’s Horizon Season.”, a social campaign promoting the platform’s exciting content, programming, and community. We wanted the campaign to feel deeply rooted in Internet culture, so we pulled from the popular “it’s ___ szn” slang phrase to inform our tagline. Additionally, we incorporated rolling typography that allowed “Horizon” to be continuously replaced, allowing us to show off the breadth of content available on Meta Horizon Worlds.

Our campaign consisted of trailers for new VR games like Super Rumble Super Patch and Shootball, as well as in-world events, such as the Just For Laughs comedy show. Additionally, we retained interest among followers with re-engagement posts highlighting upcoming VR concerts, live sports games, and more. Social content for this campaign ultimately reached and engaged more players compared to benchmark.