- For this 12 months’s Coachella festival, Absolut Vodka returns to the metaverse with the revival of a Decentraland activation from last 12 months’s music festival while concurrently updating its strategy with a focus on in-person connections, according to a press release.
- Absolut.Land on the Decentraland metaverse platform reopens its doors April 14 and can feature cocktail themed NFT wearables, music from Two Friends and vending machines to order cocktails to a user’s doorstep.
- The Pernod Ricard brand is extending its reach beyond the metaverse by partnering with Hey! Vina, a friend-finding app. The duo will launch the Find Your ‘Best Festival Friend’ platform, which incorporates a quiz to help find like-minded festival friends.
After being an early adopter of metaverse marketing last 12 months, Absolut is once more making the technology a important focus of its Coachella sponsorship. The campaign comes as a few of last 12 months’s buzz around the metaverse has retreated, partly because the technology continues to be largely unformed, making the short-term advantages unclear for some marketers.
For Absolut.Land’s second trip, the brand is overhauling its metaverse space with recent experiences while extending the push with a focus on human connection. Last 12 months’s activation focused on creating connections between those at the festival and people at home, with Absolut.Land acting as an area for the two groups to interact. This 12 months’s sponsorship campaign takes the idea of human connection a step further with the Hey! Vina partnership helping attendees make recent connection at the festival.
“We see how ‘phygital‘ marketing experiences foster recent connections and produce people together, which is why Absolut has further invested in Coachella to create an all-around inclusive experience,” said Matt Foley, vice chairman of promoting at Absolut, in an announcement.
The effort also features a special-edition cocktail kit which, when ordered, will enable customers to send an extra kit to a friend. The vodka company is promoting this 12 months’s Coachella activation through partnerships with best friends in the entertainment industry, like Rachel Recchia and Genevieve Parisi from “The Bachelor” and musical artists Two Friends.
Like the previous 12 months’s space, Absolut.Land will heavily feature cocktail recipes and music, but now includes an enhanced onsite element and recent artists. This 12 months’s space will focus on the vodka brand’s recent “Born To Mix – World of Absolut Cocktails” campaign. Those onsite at the festival could have the probability to try the brand’s newest flavor, Absolut Wild Berri, which is ready to hit shelves in May.
The campaign is a mirrored image of Coachella’s ongoing popularity with brands. It also show that despite the metaverse losing a few of its luster, brands proceed to explore the space for limited-time activations around big events.
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