Absolut Vodka goes again to Coachella – this time also on the metaverse!
During a time when AI and ChatGPT put some serious concerns in the minds of people about metaverse – is it dead? Is it dying? Is this the end of metaverse? – Absolut Vodka returns to it for the second time!
Last year at Coachella, Absolut Vodka stepped into the metaverse making waves – and this year the brand is back with what it says is its most inclusive Absolut.Land experience. The campaign "Born to Mix – World of Absolut Cocktails" calls out to its users to be their most authentic selves.
This year, the metaverse activation will feature everything from cocktail-themed NFT wearables that will personify all the various characters of Lemonade, Espresso Martini, Cosmo, Bloody Mary and Madras, along with the new PRIDE Collection, to the highly interactive "Wild Berri Dance Battle" celebrating Absolut's latest flavor innovation.
All this, against the backdrop of music from the DJ Two Friends jukebox! This fabulous digital mixing ground has vending machines where you can order cocktails that will be delivered right to your doorstep.
Absolut Vodka’s reviving of the Decentraland activation comes with a new strategy – that has a focus on in-person connections. They have partnered with Hey! VINA, which is also known as the Tinder for (girl) friendships, with an aim to have festival goers meet their new best friend (or festie bestie!)!
There is a quiz that helps customers to match with like-minded festival friends, and gives them a chance to win tickets for the next weekend.