Absolut has teamed up with Deadmau5 to release a new VR app called Absolut Deadmau5. The app’s users will be guided through various live action events and motion captured challenges to ensure Deadmau5 arrives at his concert venue on time.
Users will encounter selfie-taking fans, annoying bouncers, and even Deadmau5’s cat, Meowingtons, throughout their adventure. The journey ultimately leads to a live-action, backstage look at Deadmau5 performing his new song “Saved.” This campaign, which is an extension of Absolut’s existing Absolut Nights campaign, is definitely targeted toward more trend-setting, early-adopting fans of videogames and technology. Being a videogame/tech junkie himself, Deadmau5 lent a hand in creating the app and designing the limited edition Absolut Deadmau5 Google Cardboard headset available for pre-order.
Virtual reality is a new playing field that allows brands to connect with users through experiences. It’s interesting to see brands giving creators such as Deadmau5 the freedom to explore new technologies and expand the way users interact with such brands. As users do everything they can to get away from ads, it’s important to engage through experiences that users care about, like being the first to hear the latest and greatest Deadmau5 song.