Meta’s first branded VR home for The Rings of Power
Meta’s first branded VR
home for The Rings of Power
Meta’s first branded VR home for The Rings of Power
CLIENT: PRIME VIDEO
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY
CHALLENGE
CHALLENGE
CHALLENGE
Winning the weekly retention battle
Winning the weekly
retention battle
Winning the weekly retention battle
A new Middle-earth series had to build a viewing habit from scratch. With a week between episodes, the challenge was keeping fans engaged and coming back through the finale.
An impression is fleeting. An interaction sticks, giving people something to talk about and pass on. And Deloitte found 53% of Gen Z and Millennials say they get better recommendations from social than from a streaming app.
A new Middle-earth series had to build a viewing habit from scratch. With a week between episodes, the challenge was keeping fans engaged and coming back through the finale.
INSIGHT
INSIGHT
Fans had never experienced Khazad-dûm alive
Fans had never experienced Khazad-dûm alive
Fans had never experienced Khazad-dûm alive
Season one showed the kingdom centuries before it became Moria. Fans knew its fate but had never seen the world before the ruins. With episodes arriving weekly, that world could give them somewhere to return between episodes.
Season one showed the kingdom centuries before it became Moria. Fans knew its fate but had never seen the world before the ruins. With episodes arriving weekly, that world could give them somewhere to return between episodes.
Season one showed the kingdom centuries before it became Moria. Fans knew its fate but had never seen the world before the ruins. With episodes arriving weekly, that world could give them somewhere to return between episodes.
IDEA
IDEA
IDEA
Make the wait worth the part of Middle Earth
Make the wait worth the part of Middle Earth
Make the wait worth the part of Middle Earth
Fans could enter the kingdom on premiere day and return between episodes.
Fans could enter the kingdom on premiere day and return between episodes.
Fans could enter the kingdom on premiere day and return between episodes.
experience
experience
experience
Put Khazad-dûm where the fandom already was
Put Khazad-dûm where the fandom already was
Put Khazad-dûm where the fandom already was
Most of the fandom didn't own a headset. Co-branded Prime Video and Meta Quest creative ran across TV, mobile and in-headset placements.
An impression is fleeting. An interaction sticks, giving people something to talk about and pass on. And Deloitte found 53% of Gen Z and Millennials say they get better recommendations from social than from a streaming app.
Most of the fandom didn't own a headset. Co-branded Prime Video and Meta Quest creative ran across TV, mobile and in-headset placements.
RESULTS
RESULTS
RESULTS
What fans did with it
A new model for GenAI and premium IP
What fans did with it
The first branded environment available at Meta.
The first branded environment available at Meta
The first branded environment available at Meta.
•••
•••
25K
25K
VISITORS
IN-ENVIRONMENT
VISITORS
IN-ENVIRONMENT
•••
•••
2.4x
2.4x
LIFT IN INTENT
TO WATCH
LIFT IN INTENT
TO WATCH
•••
•••
TOP 5
TOP 5
ENVIRONMENT IN
META STORE
ENVIRONMENT IN
META STORE
•••
7.84x
VISITORS
IN-ENVIRONMENT
•••
-57%
LIFT IN INTENT
TO WATCH
•••
Zuckerberg
ENVIRONMENT IN
META STORE
Press: VRScout, Screen Rant, Road to VR and Mixed News.
Press: VRScout, Screen Rant, Road to VR and Mixed News.
Press: VRScout, Screen Rant, Road to VR and Mixed News.
