Absolut has teamed up with electronic musician Deadmau5 for a virtual reality game inviting fans to join him on an "epic night out."
The Absolut Deadmau5 app will let users guide the artist on a virtual journey from his actual garage, via various obstacles and surprises, before culminating in a live performance of his exclusive new track, "Saved." The experience includes a guest appearance from his Instagram-famous cat, Meowingtons, and users have to navigate past skeptical bouncers and selfie-taking fans to get Deadmau5 to his concert destination on time.
Fans can pre-order a limited edition cardboard headset designed in collaboration with the artist at Absolutdeadmau5.com to be the first to experience the app and hear the new Deadmau5 track on July 27. The app can also be pre-ordered from the major app stores.
The VR project Absolut was created by Absolut Labs, the brand's experimental and creative venture, in collaboration with agency Forever Beta and digital production shop Unit9.
In a statement, Afdhel Aziz, Director, Absolut Labs said: "With Absolut deadmau5, we're continuing our ongoing exploration of nightlife, using virtual reality as a canvas to create an epic, cinematic journey that celebrates spontaneous, adventurous nights out -- that you can experience anytime, anywhere, anyplace."