Zaxby’s was looking for a way to interact with sports fans and give them a taste of something truly new.
Apache developed a bespoke Virtual Reality painting game enabling players to enter a virtual Zaxby’s restaurant, dip their controllers in digital sauce, and get painting their very own Big Z – the restaurants chicken mascot. After painting their sauce-based masterpiece, players could pick up a virtual polaroid camera and take a photo of their creation in VR to be shared with friends and family online.
The campaign toured 12 USA-based locations at American Football games. Running from early September through to the end of November it reached tens of thousands of football fans.
“VR was a way we could immerse all of the sports fans and tailgaters to show them what Zaxby’s is all about. If you don’t have a Zaxby’s near you, you can still get a feel for it. VR was a great way to resonate with sports fans and college students that are up-to-speed with technology.”
Will Riley, Vice President of Brand Management and Marketing at Zaxby’s Franchising
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