Facebook is launching a digital ad campaign for the Oculus Rift. YouTube: Oculus
Debuts its first ad campaign with SpaceCamp
As Facebook pushes to make virtual reality more mainstream, the company has a new agency to help market the platform’s future VR social network.
Oculus, Facebook’s VR subsidiary, has hired Space Camp as its new agency of record for Oculus Rift, launching its first global campaign to promote the VR headset. The campaign, which debuted this week, is part of a broader push by Facebook to finally make VR accessible to the average user. The two-minute spot invites people to “Step Into Rift”—a line that seems like a nod to The Matrix—while millennial men and women play action-packed video games.
According to SpaceCamp’s co-partners Chris Younger and Vincent Juarez, the campaign is aimed at gamers that might be on the fence about buying their first VR headset. (Los Angeles-based SpaceCamp is a spin-off of Ayzenberg, an agency with a background in video game promotion.)
“The campaign is really around the heart and soul of gamers and helping capture and really embrace the experiences that can be offered in VR for them,” Younger told Adweek.
Rift has been promoted in the past through smaller grassroots efforts. However, “Step Into Rift” is the first full-blown campaign by Oculus, which will be running the spots primarily in North America and Europe in English, French and German. Once the campaign has saturated the gamer market, the plan is to move onto more mainstream users—perhaps those that want to more passively watch something or who want to hang out as an avatar inside of Spaces, Facebook’s VR social network.
“We’re basically starting with a core audience and then building concentric circles around that,” Juarez said.
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Source: Adweek