During the 59th Annual Grammy Awards ceremony, Chick-fil-A lauched its first campaign with new firm — McCann New York — and incorporated virtual reality into the marketing mix.
Per the details dished by B2C, using virtual reality for marketing is a first for the restaurant chain, as is purchasing national airtime during the ceremony. In the two 30-second commercials, the “kows” — still key players of Chick-fil-A’s brand message — have discovered virtual reality and want to share it with the world.
Virtual reality isn’t new to McCann, as the firm recently created a “Field Trip to Mars” campaign that took home numerous honors at Cannes Lions (in fact, it was the most-awarded project at Cannes in 2016).
This comes at the same time Samsung announced it has sold over 5 million Gear VR headsets. Additional data supports the theory that virtual reality consumption shows no sign of slowing down. Super Data estimates 6.3 million VR headsets were shipped in 2016, while Forrester predicts there will be 52 million handsets in circulation by 2020.