Meta Quest 2

Team Tear One

Alejandra, Charles, Ethan, & Madysen

Table of Contents

• Challenge
• Situational Analysis
• Target Audience & Segmentation
• Seasonality & Timing
• Geography
• The Big Idea
• Media Mix
• Media Strategic Scheduling
• Media Tactics

• Experiential
• Local Campus Market Support
• Brand Partnerships & Causes
• Support at Retail
• Earned & Owned Media
• Budget
• Flowchart
• Appendix

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Challenge

Our Challenge is to get 18-24 year old college students and young adults who do not see Quest 2 or Oculus as essential to make Quest 2+ Oculus part of their college starter pack by showing how Quest 2 keeps you socially connected and infinitely entertained.

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Company/Brand - Industry Overview (VR)

• Market size was valued at USD 7.81 billion in 2020 (GVR)
• Expected to grow to a CAGR of 28.2% from 2021 to 2028 (GVR)
• Revenue forecast in 2028 (USD 55.69 billion) (GVR)
• The gaming segment accounted for the largest revenue share of over 30.0% in 2020 (GVR)
• The standalone product type segment accounted for the largest revenue share of over 43% in 2020 (GVR)

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Company/Brand - Facebook’s (Meta’s) Issues

Data Privacy

2006: Facebook Debuts News Feed

2007: Advertising Privacy Issues

2011: FTC Privacy Charges

2013: Facebook Bug

2014: Mood Manipulation Experiment

2018: European Data Protection Law, Belgium Courts , Massive Data Threat

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Metaverse

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“Essentially, it's a world of endless, interconnected virtual communities where people can meet, work and play, using virtual reality headsets, augmented reality glasses, smartphone apps or other devices.”

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Company/Brand - Oculus

Storage - 128GB or 256GB

Resolution - 1832 x 1920 (Per Eye)

Price - $299 (Base)

Battery Life - 2/3 hours

Ram - 6GB

Weight - 503g or 1lb

Two Controllers - 126g each

Sold: Approx. 3 million

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Company/Brand - Oculus Comparison

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Consumer

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Consumer - Survey Results

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Consumer - Survey Results

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Consumer - Survey Results

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Competition

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Competition/Category - Industry Trends

• VR in Training and Education
• VR Aided Retail Shopping
• Entertaining Consumers with Virtual Reality
• Online Collaboration
• Tourism and Travel
• More

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Competition/Category - Business Challenges

• VR is bandwidth-heavy
• Is VR a health risk?
• Most don't have technology to handle VR (Out of 1.4 billion PCs, approximately 17 million can handle VR)
• Making VR a normal activity

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Communication

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Visits over time (Jul 2021 - Sep 2021)

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Channels Overview (Jul 2021 - Sep 2021)

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Competitors - Social Media Following

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SWOT

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Target Audience and Segmentation

Target Audience College Faculty/College students

Strategy Influence faculty to implement Oculus into their course curriculum and requirements. How can it make their class easier and more engaging?

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As of 2018, there is 1.5 million college faculty members in the US (nces.ed.gov).

40 colleges in the Houston area (accreditedschoolsonline.org).

35 colleges in Boston (bostonplans.org).

Over 20 colleges in San Francisco (cappex.com).

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Segmentation

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STEM

• Engineering

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• Medical

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• Astronomy

Visual Arts

• Design

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• Technology

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• Architecture

Faculty (Niche)

Segmentation by key programs

Target Audience and Segmentation

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Females make up a higher majority of the numbers in higher education for Houston alone while Males make up the majority of the technology use.

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We need to engage college women, appeal to them.

Seasonality and Timing

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Back to school (September 2nd - 4th) Start promoting it slowly in late July

Black Friday (November 25th)

Cyber Monday (November 28th)

Christmas promo (First two weeks of December) Buy One Get One Game FREE

Spring semester (January 20th - 22nd)

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Seasonality and Timing

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Average: Tuesday 11 A.M. - 12 NOON

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FB - wednesday - friday

Instagram - tuesday - wednesday

Tiktok - tuesday, thursday - friday

Twitter - tuesday - wednesday

Youtube - thursday - friday

Google - tuesday

Amazon - Monday

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We want to put it in the viewers face early in the week to prepare and foreshadow weekend purchases and searches.

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https://statusbrew.com/insights/best-times-to-post-on-social-media/

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Technology

“Silicon Valley”

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Medicine

“Texas Medical Center”

Arts

“Art Capital”

Engineering

“MIT”

National Plan

Focusing on colleges with big enrollment and great programs

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The Big Idea:

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We want to show how oculus can not only help students get through the college experience but expedite the experience as well. This would give the student hands on experience letting them be able to find and fulfill their college path.

ACCELERATING THE JOURNEY

Media Mix

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We feel like in order to get the most attention, we should focus more of our energy on paid media. We feel like our best bet is to hit the market with social media and display ads. The rest of our energy would go towards getting earned and shared media with the remainder going towards owned media.

Categories of Media

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Spring semester

Fall Semester

Christmas

Black Friday/Cyber Monday

Our biggest focus for the calendar year will be the back to school season. Because we want to integrate Oculus into the academic school year, we want to push for paid advertising most in early to mid January and late August early September.

We also still would want to focus on the holidays as that is also a key buying point for Oculus, so we would also want to focus on that November to December holiday season

Tactics

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Social Media

Partnerships

Promotions

Giveaways

Guerilla

- Blow-up oculus with screens the show what the users see

- Stations set up for people to use Oculus

- facebook

- insta

- linkedin

- tiktok

- twitch

- brand

- campus

- influencer

Tactics by Segment

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Strategy details

Stem

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• Engineering
• Development practice
• Mechanical, Computer, Biomedical, Industrial

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• Medical
• Virtual medical practice

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Visual Arts

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• Design
• Graphic design
• Architecture simulator

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• Technology
• IX/UX Software Development
• Digital Media
• Software Development

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Accelerating the Journey

by segment

Merch

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Digital Media

• Email Marketing is a way to reach students directly by sending ads for Oculus and Events.

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• Programmatic by using geo-fencing and geo-targeting based on location radius and online behaviors.

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• Search engine ads on Google

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• Ads on YouTube

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• Ads on Target and Walmart site

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Social Media Platforms

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STEM

Visual Arts

VIsual Arts

STEM/ Visual Arts

Broadcast and Streaming

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Inclusion of oculus product placement in back to school and campus advertisement would be crucial.

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In terms of Oculus’ own commercials, showcasing the campus verse aspect of Oculus would not only sell the oculus to students, but also help indoctrinate Campus Verse to schools across the country.

Blow - Up Meta Quest 2

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Experiential and Guerilla

Interactive experience on campus where students are able to go inside an inflatable Meta Quest and try on a pair to and view what Meta can do for them

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Experiential and Guerilla

“Peep show into boxes” with oculus info inside with goggle holes to look in

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Local Campus Market Support

School radio underwriting would not only increase reach, but would reinforce Oculus as a hero by supporting local/school radio.

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Local Campus Market Support

For every oculus bought on campus, there are incentives. For instance you could get Campus Verse directly downloaded to your oculus.

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Local Campus Market Support

We also think that every campus should get a pop-up shop to display the and show use of the oculus suited to the colleges respective specialties I.E. STEM or Design. This would also be key during orientation to feel like you need Oculus to get through school.

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Partnerships

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Brand Partnerships These are top companies using IBA and search ads, which will help reach our target and grow the audience

Influencer Partnerships Social media Influencers that are in the field of education or students to demonstrate the effectiveness

Kent Heckel Annemarie Allen Katherine Berry Tasha Farsaci

@thephdstudent

@studybiomd

@fin_draper

@andresvidoza

Campus Verse

UH CreationStation becomes OculationStation after partnership with Oculus being their main source of technology.

Campus softwares will run threw Oculus, think of Blackboard and Canvas.

Features like Campus maps will be available.

Campus Partnerships

Student Centers/Campus Game rooms

CreationStation (UH)

Libraries

Campus Bookstores

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Support at Retail

With current Oculus placement in retail outlets, such as Best Buy, Target, and walmart, the primary location is the gaming and technology sectors within the stores.

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Following our challenge to get the attention of young college students, we think a heavier focus on back to school, so during back to school season, heavier placement in the school supplies section would be beneficial.

Support at Retail

Increase Oculus displays to not only by the games, moving displays to arts and school supplies sections.

Earned Media

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Filters have taken over on all social media. So why not create a filter where our customers/ potential customers can see what they look like with a pair of oculus on? Ideally, the customer will use the hashtag #OculusQuest2, tag Oculus, and a few friends. The more people trying our filter, the more impressions we will make.

Owned Media

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Website

• Virtual Assistant
• Show options for accessories
• Show product ratings
• Display oculus details
• Display HD images of Oculus

• Pictures of Oculus
• Videos of people using Oculus
• Repost highly satisfied customers using Oculus

The goal is to show and inform our customers on what they are buying!

An educated customer is a happy customer!

Instagram

A picture is worth a thousand words!

Facebook

• Post advertisements
• Run promotions
• Informative posts

Show them what’s coming!

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Flowchart

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The Meta Factor

The Name change from Oculus to Meta does not entirely affect our media plan. Our idea is to showcase that Meta can help consolidate and fast track the college experience and the name does not affect that.

The only change that would have to be made would be towards merchandise and logo placements.

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Appendix

https://arpost.co/2021/04/07/10-virtual-reality-trends-2021-beyond/

https://www.vrfocus.com/2020/09/all-the-specifications-for-oculus-quest-2/

https://www.hso.co.uk/blog/technology/innovation/virtual-reality-augmented-reality/virtual-reality-the-business-challenges

https://data.census.gov/cedsci/table?q=vr&hidePreview=true&moe=false

https://uh.edu/ir/reports/facts-at-a-glance/facts-at-a-glance.pdf

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