Having a strong brand on social media is like having a cheat code in a video game - when everyone else is spending millions in paid media you’re creating loyalists and evangelists, while saving untold fortunes with earned media amplification. When I joined the Quest team (then Oculus) our social media channels were severely under-utilized. They were neglected, being populated by multiple sources, weren’t being used to connect with our burgeoning community and lacked the resources to create reactive content or maintain an always on presence. During the time I’ve been here we’ve reversed course, significantly raising follower counts, overall engagement and the quality of our work. Below are a few standouts.
“Quest Day”
We launched Quest Day as a way to say thank you and activate our loyal community. Capitalizing on drop culture, we planned a full day of exclusive drops, all of which were in limited supply. We started off the program with an “accidentally leaked” top-secret email that got the Reddit community talking and theorizing.
On December 12, we revealed the surprise, and over the course of the day shared out a series of films that introduced the items being dropped (fun fact: we originally intended to give away the crazier items shared in the films but our lawyers wouldn’t allow it).
At the end of the day, we had one more surprise for people — 500 FREE HEADSETS! — which as you might expect drove the Quest community wild and sold out in seconds.
“DIY Slideshow”
For the holidays we provided folks who really wanted a Quest 2 with a slideshow template so they could make a formal pitch to their parents and posted it on Twitter.
“Reboxing Day”
This was an idea I pitched when I first came onboard. Reboxing Day was a one day event (that so happens to be on UK’s Boxing Day) where, after you’ve unboxed all your gifts and you’ve gotten a new Quest 2, you re-box the stuff in your room - including your old Playstation - to make space to play. On our social channels we gave people gift cards to moving box retailers, and gave away headsets to people who weren’t lucky enough to get a Quest for the holidays.
“Ready For the Holidays Music Video”
For the holidays, we decided to capitalize on the curiosity of the Metaverse with the first ever music video filmed there (in Horizon Worlds).
“Quest Night”
Game night is evolving. Introducing “Quest Night”, a weekly serialized show and invitation for people to connect and play games with friends in VR. To show people how fun games in Quest were, every Tuesday we tapped Quest ambassadors and paid influencers to help bring their own Quest Nights to life in games like PokerStars, Walkabout Mini Golf, Beat Saber and Demeo. To help incentivize others to play we supported with store promos and featured custom in-game avatar swag.
Evergreen Content
As part of our efforts to raise the creative bar in social we upped our daily community engagement game, tapping into pop culture, meme culture and culture culture.
