Meta’s Gaming Showcase is an annual event where the brand unveils its latest games and hardware for the Quest mixed-reality headset. In 2023, the stakes were higher than ever: Meta was set to reveal its Quest 3 headset and its first AAA VR title, Asgard’s Wrath II.

The challenge? Building excitement without giving too much away. We had to connect with a passionate gaming audience, build buzz around secretive reveals, and cut through a crowded media landscape—all while positioning Meta Quest as the future of gaming.

We turned a tricky launch into a moment gamers couldn’t ignore. We took inspiration from moments of anticipation from the world of gaming — loading screens, character selection, and more — and used them to tease announcements and drive engagement. The result: 28.9M+ impressions, 507k+ engagements, and 31k+ clicks. This concept alone drove 20% of total engagements and outperformed other content with 2.4x higher engagement rates. With 321 pieces of content, 64 custom concepts, and livestream views up 52% from the previous year, Meta Quest solidified its place at the forefront of VR gaming innovation.