Objective: To grow the Beat Saber fan base and make the game a real part of music culture.
Execution: The campaign kicked off with a dance music video promoting the Lizzo Music Pack. The video was directed by VMA-winning director Tanu Muino and choreographed by Sean Bankhead. When Lizzo chose to share the campaign’s hero film on her Twitter and Instagram, millions of followers—many of whom had likely never played Beat Saber before—were introduced to the brand organically.
Results: The video quickly became Beat Saber’s most-viewed Instagram reel.
Credits:
Creative Agency: SpecialGuest