Mixing Worlds: Absolut Vodka's Phygital Coachella Activation
Brand: Absolut
Date: Mar 2024
Overview
As the Official Vodka of Coachella, Absolut Vodka aimed to create an innovative activation that bridged music, fashion, culture, and gaming, while educating audiences about their brand. In 2023, Absolute took on the difficult task of further increasing its brand reach by leveraging its vibrant and engaging physical experiences in the metaverse to boost next-gen engagement. Through strategic partnerships and immersive activations, Absolut pushed the boundaries of brand engagement, offering a dynamic and interactive experience for both virtual and physical festival-goers, positioning itself as a leader in immersive brand experiences.
Explore the spaceChallenge
Creating Seamless Engagement
Across Digital and Physical Experiences,
Absolut Vodka faced a unique challenge in preparing for another year as Coachella's Official Vodka. The brand sought to expand its presence beyond the festival grounds by integrating both virtual and real-world experiences. The goal was to engage and educate festival attendees and a global digital audience by bringing the energy of Coachella, known for its celebration of music, art, and culture, to the emerging world of digital engagement and metaverse experiences.
This challenge was further complicated by the need to create an engaging metaverse experience that captured the essence of Coachella. Despite the monumental challenge of creating a designer experience that truly captured the Coachella experience, Absolut remained committed to fusing AbsolutLand: Journey to the Cosmos, with the physical festival to create a legendary omnichannel experience.
The experience needed to integrate gamification, interactive elements, and cultural trends like fashion and music, while captivating audiences across both virtual and real worlds. Absolut aimed to appeal to a global audience of digitally savvy consumers by offering an exciting and accessible cross-platform experience for all, whether in the metaverse or at Coachella.
Solution
Absolutland: Journey to the Cosmos Redefines Brand
Engagement at Coachella
To meet the challenge of blending digital and physical experiences, Absolut Vodka partnered with gaming studio Pigiama Kasama and 5th Column to create an immersive phygital event that mirrored the feel of their Coachella tent on Spatial.io. Absolutland: Journey to the Cosmos tied into the celestial theme of the Cosmopolitan cocktail, inviting users to participate in a beautifully designed gamified experience, created with the powerful Spatial SDK, where they collected ingredients for Absolut's Cosmopolitan Recipe.
Key features of AbsolutLand: Journey to the Cosmos included a masterfully crafted game, leaderboards, a beautifully designed interactive environment, and exclusive collectible avatars. Through the collaboration with Pigiama Kasama, Spatial.io, and 5th Column, Absolut brought a 3D digital twin of their Coachella tent to life, including areas like the main bar and disco. Elegantly crafted game mechanics enhanced the experience and promoted dynamic user interactions with the experience and their brand. Through this blend of digital and physical elements, AbsolutLand: Journey to the Cosmos offered a truly immersive blended reality event that brought the excitement of Coachella to a global audience in a powerful omnichannel experience.
Result
AbsolutLand: Journey to the Cosmos successfully engaged both virtual and physical festival-goers, with its innovative phygital connections and immersive digital experiences drawing widespread attention.
Gen Z Audience Reach
%
Average Session Time
m
Countries of Users
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Quote
"We are always seeking out new and innovative ways to connect with our customers in spaces and places where they are spending their time"
"Cultureverse presents a unique opportunity to bring Absolut's Black & Unlimited platform to the virtual world for the first time - all with the goal of inspiring a new generation of Black creators, entrepreneurs and culture builders and creating real-world impact in the process."
Justin Breton,
Director of Brand Experiences and Strategic Partnerships at Absolut
