Absolut Gives Consumers a Virtual Night Out With EDM Artist Deadmau5

In its VR video game

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Absolut is looking to connect with a very specific group of consumers in its latest campaign, and it's not your everyday vodka drinker. Instead, the brand is searching for early adopters of technology who also enjoy good music to experiment with its new virtual reality video game with a special appearance from artist deadmau5.

Absolut's virtual reality game, simply called Absolut deadmau5, fits nicely with the brand's existing "Absolut Nights" campaign, which centers around the idea of spontaneous, adventurous nights out.

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