The brand’s festival experience will be replicated in Decentraland
Absolut Vodka is bringing its Coachella space to the metaverse in a mix of virtual and real-life experiential marketing.
The liquor brand will recreate its festival experience in Decentraland, allowing players and festival attendees to interact with each other. The metaverse experience, known as Absolut.Land, will have three floors with ten interactive elements. Those include allowing players to collect NFT wearables, receive discount codes for cocktail kits and possibly win tickets to the second weekend of Coachella, which runs from April 15-24. Festival attendees in real life will be able to create their own avatar at kiosks, gift NFT wearables and “try them on” using QR codes. The dual event also celebrates Absolut’s 10th year as the official vodka of Coachella.
“This is our first foray into the metaverse, so our goal is to test and learn over the next two weeks,” said Pam Forbus, chief marketing officer of Pernod Ricard, the parent company of Absolut. “We’ve created ten virtual experiences to see what our customers like.”
This won’t be the first time Web3 elements have appeared at music festivals. During last year’s Governor’s Ball in New York, Coinbase set up an NFT gallery and sold NFTs as concert merchandise. Other brands have also linked the metaverse with real-life perks. Acura set up an Acura of Decentraland showroom and gave an NFT to customers who bought the latest Integra model. Chipotle’s second Roblox experience let players exchange Roblox currency for free entrees.
But Absolut’s metaverse activation stands out for the number of activities players can participate in. There will be several dance floors, a bar, a museum gallery, a media room to download NFTs, a rooftop, Instagrammable selfie room and a garden.