The Official Half Court Shot Playable on Your Phone
Wendy's, VMLY&R and Hidden Switch deliver an interactive Half Court Shot for the official sponsor, bringing March Madness antics to millions on Facebook and Instagram.
Authentically engaging with consumers is important to us, so inviting them into our first virtual reality world, Wendyverse, was exciting! We’ll continue to operate Wendyverse with more worlds and new creator content this year in alignment with future brand offers. We’ll also maintain our business-as-usual campaigns to ensure we’re keeping an eye on the bottom line while also maintaining our status as an innovative brand.
Chief Marketing Officer, Wendy’s
Wendy's, in collaboration with ad agency VMLY&R and creative studio Hidden Switch, developed an engaging and imaginative series of ads to connect with March Madness fans and offer unique experiences to a diverse audience. The campaign was centered around a 45-second video game, where players attempted to make a half-court shot, with prizes and coupons offered for better performance.
The team used a multi-phase strategy, blending business-as-usual video ads with ads featuring augmented reality (AR) filter effects, linked to interactive gaming experiences, and showcasing a futuristic virtual reality (VR) world. Wendy's campaign was designed to strengthen brand awareness, brand consideration, and sales across Meta's platforms.
The components of the whole campaign focused on:
Wendy's virtual basketball experience during March Madness achieved outstanding results:
By offering an engaging and immersive virtual basketball game, Wendy's successfully connected with millions of fans during March Madness, resulting in increased brand awareness, consideration, and sales.