META × BEST BUY / OCULUS · 2024
Let the product do the teaching.
A record crowd for Meta.
The largest audience Best Buy and Meta had recorded for a Meta activation.
Oculus product imagery · Quest 2 shown for context · Image: Meta ↗
Meta needed Best Buy associates to understand its Oculus headset well enough to recommend it with confidence. In a store full of competing products, conventional training was easy to overlook.
The insight: An immersive product is best understood through an immersive experience. I built the strategy around learning by playing, giving associates a firsthand reason to believe in what they were selling.
The concept put associates into a live game on a theater stage surrounded by wraparound screens. They experienced the headset while passersby could follow the action around them. Training became a demonstration that attracted an audience of its own.
My role: Audience insight, experiential learning strategy, and retail activation concept. GMR Marketing / Omnicom.