In the deal struck by OMD UK, 80,000 virtual reality sets will be distributed for free to be used with Google’s Inside Abbey Road app. The company claims it is the first time that it has given away so many of the devices in the UK.
The campaign also includes content across print, digital and social.
Romano Sidoli, managing director of Time Inc UK’s innovation group, said: "We want to give our audience the latest in music experiences and this partnership is another way we can do that.
"NME’s distribution can unlock our audience for partners and get products in their hands. This partnership gives our audience the chance to try exciting technology that is augmenting our experiences."