Beats by Dre has just announced a collaboration of epic proportions, joining forces with Minecraft to launch a special edition of Beats Solo 4 headphones.
The new headphones were unveiled in a brand film that takes place within the world of the game.
Inspired by the notorious exploding enemies from the game known as Creepers, the headphones come in a sleek neon green and black design with a block motif.
In addition to the Solo 4’s ultra-light comfort and custom acoustics, the pair also features 50 hours of battery life.
As a special treat for gamers, each pair also comes with a special code that can be used to redeem an exclusive in-game item that players can use to customize their character.
Releasing on Thursday, the headphones are only available for purchase within the U.S. and the U.K.
Fans in New York on the launch date can also sign up for a special event at Apple Fifth Avenue, featuring streamer TinaKitten and Apple Music Radio host Travis Mills.
A 'Diamond' Celebration
The vibrant, 3D-animated ad was created by Paris-based creative agency Golgotha.
Set to the song “Wake Up” by pop rock band Imagine Dragons, the spot takes viewers on a flying tour through a Minecraft world.
After soaring through a green digital landscape populated by creepers, forest-covered mountains, a swanky house pool party, and the big city, the spot ends with a shot of the Beats x Minecraft headphones.
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In a statement to Adweek, Beats CMO Chris Thorne emphasized the audio company’s effort to connect with new audiences through culture by collaborating with Minecraft, the best-selling video game of all time with over 300 million copies sold and about 172 million active users.
He continued by describing how the ad brings a special Beats flavor to the world of Minecraft.
Since its inception in 2006, the company has remained relevant by constantly working with brands, designers, and artists, including the NBA, AMBUSH, Justin Bieber, Lady Gaga, and Stüssy.
The brand is also relaunching its iconic Beats Pill People speaker.
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Minecraft, on the other hand, is currently promoting its 15th anniversary with a major marketing push that includes a wide variety of activations.
This includes a collaboration with LEGO to release its first adult Minecraft set, as well as a major in-game giveaway called 15 Days of Minecraft, which took place in May.
Jason Momoa and Jack Black also starred in a birthday spot for the beloved game.
Minecraft has also announced the game’s first-ever real-life experience, Minecraft Experience: Villager Rescue, which will open in Dallas, Texas on September 20.
Editing by Katherine 'Makkie' Maclang
