In its 10th year as the Official Vodka of Coachella, Absolut wanted to extend the festival experience into the metaverse with Absolut.Land. This activation allows anyone over the age of 21 to meet with other fans of the music event remotely with just one click.
“As a brand born to mix, Absolut is focused on bringing the world together through shared experiences and empowering social interaction that unlocks a sense of belonging, no matter who you are and where you are in the world,” said Pam Forbus , SVP, Chief Marketing Officer at Pernod Ricard North America.
“To reach our consumers everywhere, the metaverse was a natural progression and we are excited to introduce Absolut.Land as a place of belonging for everyone,” he continues.
What will be in the Absolute metaverse for Coachella
This virtual environment features innovative experiences inspired by Absolut’s products, values and signatures. In this way, there is an anti-gravity dance floor that ensures that every entrance to the space is grand. Fans will be able to flow seamlessly from the ground to the track.
On the other hand, the Absolut Bar is available, located in the heart of this metaverse. Fans will be able to find everything they need to know here, from the code of conduct and instructions to, of course, the cocktails.
The Citron media room, on the other hand, is designed to be able to keep abreast of the latest events. Here there will be exclusive content and NFT wearables, for example. There is also a garden where you can discover collectibles that are the ingredients of cocktails and hidden portals to other experiences within the immersive space.
The thing does not end there, since there is a room to take selfies and a Pride Tunnel, in which the audience can access the tribute to the brand’s involvement with the LGTBIQ+ community. The Rainbow Rave is a no-holds-barred disco-based party that celebrates and features music from artists in the collective.
Attendees will have the opportunity to unlock unique avatars from the Susan Alexandra jewelry and handbag brand, as well as access secret portals that will transport them to a Coachella Valley for a VIP experience.