Beer brand Becks has launched an innovative new campaign via social media that provides fans with a smartphone peripheral that transforms a standard mobile camera into a 360-degree-capable lens for recording images all around the user.

The CapCam comes attached to the top of the beer brands pilsner bottle, and can be detached separately from the standard bottlecap and fitted to a smartphone or tablet camera. The CapCam was designed by Becks lead creative agency BBDO Duesseldorf, and includes branding for Becks beer.

The special edition bottles are not available in-store, and must be won through a competition hosted on the Becks Facebook page which fans can enter.

“The basic idea is to provide an all-round view of those typical Becks moment shared with close friends,” said a spokesperson for BBDO Duesseldorf. “Unfortunately, attempts to capture these moments on mobile phone videos just cannot compare.

“The Becks CapCam offers a much wider perspective and enables the user to film and view videos in 360-degree format before sharing them through the social media.”

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