Beat Saber is the biggest game on Meta Quest, thanks to music packs from artists like Billie Eilish, Lizzo, Imagine Dragons and The Weeknd. But connecting with music fans in an authentic way is no easy feat. Our marketing connects each artist’s singular brand with Beat Saber’s core ideals - empowerment, energetic movement and the invincibility you feel while playing - to create a unique fusion of music video and gaming ad.
“Beat Saber x Billie Eilish”
The Billie Eilish Beat Saber music pack was the biggest artist partnership to date. Knowing that her fan base was fiercely loyal, the team embedded Beat Saber into her world instead of bringing her into ours. Instead of creating Beat Saber ads the team created a beautifully crafted bespoke outdoor and digital campaign that was layered onto her album cover art, making it a Billie Eilish promotion by day and Beat Saber promotion by night.
Accolades: Cannes, Shortlist // One Show, Silver // Clios, Silver // Art Directors Club // Webbys Winner // Creativity Editor’s Pick
OOH and digital sizzle reel
In addition the team created a film that more Billie Eilish music video than product advertisement.
And we developed a “Billie Bust” charging station that we gifted to her biggest fan.
The campaign got noticed by the public, the press and a guy named Mark.
Overview
“Beat Saber x The Weeknd”
Knowing The Weeknd’s penchant for playing villains in his music videos, we created a Beat Saber game trailer where he battles a player for supremacy. It also answers the question, “Where do those blocks come from, anyways?” Additionally, the weekend following the launch of the music pack we launched #TheWeekndWeekend, where we flooded our social channels with curated Weeknd music content, engagement prompts, song pack reveals, influencer content and giveaways, including a bespoke headset designed by artist and frequent Weeknd collaborator, Robert Beatty.
