Most VR game promotions consist of a flashy gameplay trailer, but this work uses the language of music videos to lure the audience into the world of the game.

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 games in the Quest 2 library, we had to rise to the occasion and capture the attention of Billie Eilish fans.

Instead of making another gameplay trailer, we created a music film that integrated the world of the game into the story that spoke to the hearts of the artist's fan community.

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 and a launch a trailer film that doubled as a music video. 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.

Inspired by the old Hollywood aesthetic of Billie’s album, this film features a coterie of her fans gathered in an old abandoned theater to play her new single, Happier Than Ever, on Beat Saber. As the rock ballad builds throughout, the fans strap on their Quest 2 to immerse themselves in the dazzling virtual world of Billie Eilish on Beat Saber, providing a graceful synchronized group choreography in the physical space and leave no beat unslashed. The spot is ultimately an invitation to all Billie’s fans to experience her music in a whole new way.

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!