VR's most popular game.
VR has long been popular with gamers. But it has yet to go fully mainstream. Beat Saber, an immersive music VR game, is poised to bridge this gap.
Early last year, SpecialGuest began work with Meta's Reality Labs on a year-long campaign to grow the Beat Saber fanbase and make it a real part of music culture.
In the game, players use sabers to slash through the beats of their favorite songs. It’s hugely popular among gamers who know it exists. Everyone else would love it too if the brand could break out of the gamer ecosystem and appeal to a broader music-and-dance-loving audience.
The campaign kicked off with a dance music video promoting the Lizzo Music Pack, featuring 2 Be Loved, About Damn Time, and more. The video was directed by VMA-winning Ukrainian director Tanu Muino and choreographed by Sean Bankhead. When Lizzo chose to share the campaign on her Twitter and Instagram, we got the Beat Saber brand in front of millions of followers organically, many of whom had likely never played before. The video quickly became Beat Saber's most viewed Instagram reel.
The campaign continued with the launch of The Weeknd music pack in a sci-fi-genre music video directed by Christian Bresslaur, featuring original artwork by Robert Beatty, the artist behind the Weeknd's own album artwork. To reach The Weeknd's millions of followers, we targeted them with an influencer-driven social blitz dubbed The Weeknd Weekend, in which the fans had the chance to win a Quest headset by testing their knowledge of The Weeknd trivia.
Next, we launched the Rock Mixtape music pack, featuring some of the most beloved songs of all time, with Beat Saber's first fully animated campaign. To do justice to the range of featured artists, including Nirvana and Guns n’ Roses, we built on timeless rock iconography and evolved it to fit with the Beat Saber brand.
Meanwhile, the SpecialGuest team was keeping the conversation going on Beat Saber's own social channels, tapping into music and internet culture to grow Beat Saber’s relevance and following off-platform. In addition to the Lizzo video being Beat Saber's most viewed Instagram reel, we doubled their following on TikTok.
Any new technology, like VR, has a hump to get over, and niche audiences are never enough. By doubling followers on Beat Saber’s TikTok and resonating with music lovers across genres, the multifaceted Beat Saber campaign paid off, contributing to Meta doubling Quest Headset sales in 2022 and maintaining its position as the best-selling VR headset on the market.