Cannes Lions

CowzVR

McCANN NEW YORK, New York / CHICK-FIL-A / 2017

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Overview

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Credits

Overview

Description

The Chick-fil-A cows go high tech and make their own online VIRTUAL REALITY experience, CowzVR. This is just as intense and immersive as any other VR, except in CowzVR the Chick-fil-A cows constantly reminding viewers to “Eat Mor Chikin in Realitee.” The Experience would be released through 4 different online and mobile platforms and teased by original content. We announced CowsVR online and through high profile TVC.

Execution

We created CowzVR, an original virtual reality experience with 7 different VR environments. In each immersive environment cows remind humans to “Eat More Chikin in Realitee.” CowsVR was viewable on 4 different online platforms: a streaming VR site, Snapchat, Facebook 360, and YouTube VR. To get customers into Chick-fil-A we made and distributed 200,000 custom CowzVR viewers and gave them away free in the restaurants. The CowzVR experience and the viewer giveaway were promoted with original content on social channels including Snapchat, Twitter, and Facebook. We announced CowzVR with high profile network television commercials that ran on the Grammy Awards.

Outcome

CowzVR created 50.5 Million impressions, 60% of which came from social media. CowzVR created a 300% increase in brand engagement on Facebook. The VR site had over 290,000 views with users spending more than 5 minutes on the site, staying to watch the CowzVR experience twice!

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