Goal: To promote and incorporate its famous bovine ambassadors in a new and interesting way, while also telling more of its own brand story, a strategy dubbed "cows-plus."
Strategy: Chick-fil-A needed to produce and distribute 220,000 cardboard headsets in order to promote its cow campaign strategy to a large audience. Aimed with doing something that "would engage with their guests in new and interesting ways," Chick-fil-A entered the world of virtual reality and 360-degree viewing by giving away headsets at 2000 locations across the United States in conjunction with teaser videos that ultimately culminated with two 30-second commercials that ran during the Grammy Awards and the launching of the CowzVR site, which let you finally watch the 360 degree video the cows had been teasing all week. The 360 video takes you on a variety of adventures like sky-diving, scuba diving, and auto racing, all as cows surprise you with their "Eat More Chikin" signs.The Knoxlabs team was able to get 220,000 headsets produced and ready for Chick-fil-A's hard deadline without any hickups. The team also set up a landing page where potential fans could claim their cardboards. Overall, the campaign was a great success for Chick-fil-A and the campaign highlights represented another example of how effective VR is as an innovative marketing tool.