Strategy: Knoxlabs partnered with Absolut Labs on two different VR campaigns, providing cardboard viewers for thousands of customers.
No seat in a concert hall can beat the intimacy of a 360 virtual experience of a musical show. To launch their VR program, Absolut partnered with singer-songwriter Bob Moses in order to do a live VR broadcast of one of his shows in Brooklyn, NY. Knoxlabs was brought on to design, produce and distribute 5,000 headsets for the experience. Knoxlabs built a landing page where customers could claim these headsets with special codes, and viewers were sold out within a matter of days.
For a second round with VR, Absolut Vodka partnered with Deadmau5 to produce a VR experience that invited fans into the DJ’s studio and later to a lively show where they could enjoy a electronic set. For this experience Knoxlabs provided the design of the headset, as well as production and distribution of 10,000 cardboard viewers. In addition Knoxlabs provided some graphical support for the VR app and the demo video for the experience.