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Beck’s brewery wants you to film your drunken antics with this 360-degree smartphone lens

What do beer and 360-degree photos have in common? Nothing, usually. But don’t tell Beck’s that, because the German-based brewery has recently shown off a clever piece of marketing that blends the the world of immersive content and … well … booze.

With the help of BBDO Duesseldorf, a worldwide advertising agency, Beck’s has created CapCam, a 360-degree lens that will come attached to the top of special edition beer bottles.

The CapCam isn’t available to the public — yet — but to show off the new feature they’ve shared the above promo video wherein a few fans won the opportunity to take the CapCam for a spin. In it, Beck’s explains that the CapCam was created to “provide an all-round view of those typical Beck’s moments shared with close friends.”

CapCam 2

In other words, Beck’s wants you to film all of your drunken shenanigans in full 360-degree glory to share with the world, for better or — more likely — worse.

Beck’s doesn’t note what specific phones the CapCam is designed to work with, but in the video iPhone 4 and 5S devices are seen with the lens attached. Internal mirrors within the lens are used to create the 360-degree viewing angle.

CapCam 3

Related: Live-streaming 360 video could soon be widely accessible

Interestingly, as pointed out by PetaPixel, the release of this promo aligns almost perfectly with Facebook’s announcement that you can now experience 360-degree photos and video within your News Feed.

Time will tell if this makes it to a broad market of consumers. Even if it doesn’t, don’t fret. There are plenty of other options out there that you can pick up without the need to buy a six-pack.