To celebrate 10 years as the official vodka of Coachella, Absolut launched a first-of-its-kind Web3 experience to mix festival-goers in the desert with fans in the metaverse: digitally, physically, and literally.
Agency: Young Hero
Absolut’s global brand platform “Born to Mix” was core to the concept. Online, visitors to absolut.land interacted with others from around the globe, uncovering recipes, coupons, and a chance to teleport from Decentraland to Coachella IRL.
Meeting and interacting with other fans was encouraged at every turn. From connecting over virtual drinks, to multiplayer games that unlocked real life drinks, even the ability to gift each other NFT wearables — Absolut.Land was designed as a 21+ playground where the more you mixed, the more you were rewarded.
Absolut.land was such a hit in 2022 that the brand asked us to bring it back with even more features in 2023. Don’t believe me? Then just watch these case studies.