Last winter, Chick-Fil-A released a series of advertisements promoting their infamous message, “eat mor chicken” through their website leading to a 360 video advertisement. The main 360 video advertisement of the series, produced by Chick-Fil-A and enjoyed by customers of all ages, was successful in that it was of good quality and it was entertaining to watch. However, it is hard to determine how many people the advertisement reached as the official website that it is on does not provide statistics on viewership. A video titled CowzVR is coming soon! that was found on Chick-Fil-A’s official YouTube channel had over 12,000 views, and another video titled CowzVR Delivery that tied in to the virtual reality series found on the same channel had 39,000 views. I viewed the 360 video in 4K.
The virtual reality advertisement video takes viewers through a series of scenes in nature. Viewers start by standing in a sunny field, surrounded by grass and trees with a cow standing in front of them with a sign that reads “eat mor chikin” hanging on its body. The viewer then gets to experience skydiving through the air, swimming in the dark depths of the ocean, go karting on windy track, skiing along a snowy mountain, hot air ballooning over scenic hills, and flying through the sky over a canyon, all depicted in the still images below.
The same cow from the beginning of the story was among you in every scene, accompanied by other cows, swimming, skiing, flying, etc. among you. The story does not necessarily have a beginning, middle, and end, but rather, takes the viewer through a completely unique experience with every scene. Therefore, the advertisement as a whole is extremely location driven as it takes viewers to places that they likely could never have the opportunity to go to.
There are no other main characters besides the cows in the scenes, but there are other people partaking in the activities such as sky diving and skiing. The content of the video was perfect for virtual reality, as the scenery and movement of the video makes it feel as though you are actually there. The only audio in the video derives from natural sound and the mooing of the cows.
I detected few weaknesses throughout the video, as the quality is good and the overall message of the advertisement is clear; however, in some of the scenes, I did find myself struggling to find all of the cows who had writing on them. Also, the go karting and skiing scenes did make me feel a bit nauseous, as there was a lot of unsteady movement in them.
Though the scenery in the video did make it interesting, it may have been effective for Chick-Fil-A to have viewers to follow a story line rather than just view the cows. The rapid change in scenery helped to maintain my interest, but I question if Chick-Fil-A used the most effective advertising strategy possible in not having voice overs or any other advertising elements beyond the cows. Overall, the 360 video advertisement was successful and fitting for virtual reality, but I think that Chick-Fil-A could have implemented better advertising throughout.