- Absolut Vodka, a Pernod Ricard company, is returning to Coachella with each virtual and on-site activations, per information shared with Marketing Dive and a press release.
- The multifaceted marketing push sees a recent content series featuring podcaster Matt Rogers. Additionally, the activation sees the revitalization of Absolut.Land on a recent platform, Spatial. Previously, the metaverse space was hosted on Decentraland.
- The web series and the moved Absolut.Land anchors the “Journey to the Cosmos” initiative, which shall be in full force on the music festival. Absolut’s tent on the actual event is supposed to mimic the look of its metaverse space.
Absolut, the official vodka of Coachella, plans on activating across the event each in person and online with a content series and metaverse experience, making the favored festival a central a part of its marketing strategy. The “Journey to the Cosmos” activation toys with a double entendre of Cosmos, alluding to each a celestial space and the Cosmopolitan cocktail, which has seen a resurgence.
“The activation very much underscores our Born to Mix ethos offering an equally wealthy and diverse global engagement opportunity like mixing with friends recent and old over Cosmos each online and IRL,” said Matt Foley, vice chairman of selling for Absolut, in a press statement.
To kick off the festivities, the “Mixing it Up: Cosmos & Culture” limited series will air in Absolut.Land. The episodes, which can air weekly, will discuss culture and have Rogers, an actor and comedian who co-hosts the “Las Culturistas” podcast. To further mix the digital and real worlds, Absolut will host a brunch featuring Rogers on the music festival.
Absolut.Land has played a central role within the vodka’s marketing for years. Despite declining interest from marketers and consumers within the metaverse, the brand continues to be invested within the technology. Absolut’s persistent metaverse space has been moved from Decentraland to Spatial so it could actually be accessed via smartphone or via VR headset, suggesting the brand wants the technology to be accessible by a bigger group of consumers.
Read the total article here
