This campaign is relevant for Brand Experience & Activation because it invents a new visual language that allowed the brand to introduce itself in a relevant way to a new audience (music fans) and across multiple touch-points (experiential OOH, digital OOH, digital and social media channels) , ultimately departing from most VR game experience promotions and activations which consist of flashy gameplay trailers or static artwork.

With the launch of one of the most anticipated albums of 2021, Billie Eilish debuted a bold new look, inspired by 50’s Hollywood glamour and style, which instantly set social media on fire and became the cover of major music and lifestyle outlets. To announce the arrival of such a big star to Beat Saber, one of the most popular rhythm-based VR games in the Quest 2 library, we had to rise to the occasion and capture the attention of Billie Eilish fans.

We invented a visual language that blended the neon signs of vintage Hollywood with Billie’s new look, to create an integrated campaign that invited the audience to experience her music in a whole new way through VR.

The goal of the campaign was to reach Billie Eilish fans (young women 18-24) and inspire them to experience Billie’s music in a new, kinetic music venue on Beat Saber.

To reach our audience, we used the artists new and iconic look to create a visual system that lured fans into the VR experience. We strategically marketed in cities where Billie was touring, and in her home town of LA. By creating immersive content and experiences surrounding her fall tour, we added value to Billie Eilish's fan community.

We created OOH experiential billboards that appeared as "normal" Billie Eilish album promotion during the day. But at night hidden neon tubes came alive to reveal the Beat Saber collaboration in a dazzling fashion. This neon aesthetic was then implemented to work across different communication touch-points. From printed and digital OOH, across all online platforms, and even dynamic end cards organically embedded in the story of the launch film.

The goal of the campaign was to reach Billie Eilish fans (young women 18-24) and inspire them to experience Billie’s music in a new, kinetic music venue on Beat Saber.

At launch (9.17.21), the Billie Eilish music pack on the Meta Quest Platform had the highest first day sales of any music pack. And the pack’s first day purchase rate for female Quest owners (our core 18-24 Billie Eilish fan audience) who were new to Beat Saber was nearly twice that of male owners.

To drive home our message and further mobilize Billie fans to experience her music in Beat Saber, we hosted Billie’s Gov Ball set and premiered it in Horizon Venues (Meta Quest’s first party VR music venue). Of those who attended the concert and were existing Beat Saber players, over 40% purchased the Billie Eilish music pack!