Through the new medium of VR, contemporary animation techniques, and aesthetics that draw inspiration from the iconography and symbolism of Queen’s music and artwork, “The Bohemian Rhapsody Experience” offers a journey through frontman Freddie Mercury’s subconscious mind and recreates the sensation of being onstage with the band. The highly distinctive and dramatic structure of the track informed the app’s narrative world and the environments and tone portrayed within, creating an experience that feels like stepping inside the music. The band worked closely with the creative team, offering them a bevy of archival content to help bring Queen's world to life, yielding a unique, new way to enjoy “Bohemian Rhapsody” while reintroducing the song to a new generation.

In May 2016, a sneak preview of “The Bohemian Rhapsody Experience” was given to over 1,000 attendees and key press at I/O, Google’s annual developer conference. This demo was used to tease the collaboration and gather feedback to improve the final experience, which launched globally as a mobile application on Android and iOS in September 2016. The content was also made available on the app as a 360 degree video for fans to experience even if they did not own a VR device. Following the public launch, “The Bohemian Rhapsody Experience” was showcased at private events and notable music festivals for artists and industry leaders including, Google Zeitgeist, Panorama, and Lollapalooza.

“The Bohemian Rhapsody Experience” showed what happens when you bring the power of Google to the world of entertainment. While the app has generated more than 150,000 installs across Android and iOS to-date, the more impactful measurement of this project has been the hundreds of inbound collaboration requests from other top-tier artists and management groups along with the outpour of positive reactions from press and fans, including more than 2,000 5-star reviews of the app. With “The Bohemian Rhapsody Experience”, Google Play set a new standard for mobile VR experiences and paved the way to future collaborations aimed at pushing the boundaries of entertainment and shifting perceptions of the brand.