Forever Beta launches new Absolut® Labs Collaboration with World Renowned Electronic Musician deadmau5 To Invite Fans into First-Of-Its-Kind Virtual Reality Nightlife Gaming Experience
Today, Absolut® Labs unveils Absolut deadmau5 – an interactive virtual reality gaming experience created in collaboration with world renowned electronic musician deadmau5, which invites fans to join the artist on an epic night out in his own virtual world.
As the latest venture from Absolut Labs, the brand’s nightlife think-tank and idea incubator managed by Forever Beta, Absolut deadmau5 is part of the brand’s ongoing mission to redefine and reimagine nightlife through its Absolut Nights campaign. Connecting people in new and unexpected ways – both in the real world and, now, the virtual world – is in the DNA of the Absolut Nights campaign, creating nights that memories are made of.
Combining live-action, motion capture and the latest videogame technology, Absolut deadmau5 puts fans in the driver seat as they guide the artist through a virtual journey from his actual studio, navigating various obstacles and surprises, before culminating in a live performance of his exclusive new track, “Saved.”
Fans who pre-order the exclusive Limited Edition Absolut deadmau5 VR cardboard headset at Absolutdeadmau5.com, which was designed in collaboration with the artist, will be the first to best experience the Absolut deadmau5 app and hear the new deadmau5 track on July 27th.