Dive Temporary:
- Absolut Vodka, a Pernod Ricard firm, is returning to Coachella with each digital and on-site activations, per info shared with Advertising and marketing Dive and a press launch.
- The multifaceted advertising push sees a brand new content material collection that includes podcaster Matt Rogers. Moreover, the activation sees the revitalization of Absolut.Land on a brand new platform, Spatial. Beforehand, the metaverse area was hosted on Decentraland.
- The online collection and the moved Absolut.Land anchors the “Journey to the Cosmos” initiative, which will likely be in full drive on the music pageant. Absolut’s tent on the precise occasion is supposed to imitate the look of its metaverse area.
Dive Perception:
Absolut, the official vodka of Coachella, plans on activating across the occasion each in particular person and on-line with a content material collection and metaverse expertise, making the favored pageant a central a part of its advertising technique. The “Journey to the Cosmos” activation toys with a double entendre of Cosmos, alluding to each a celestial area and the Cosmopolitan cocktail, which has seen a resurgence.
“The activation very a lot underscores our Born to Combine ethos providing an equally wealthy and numerous international engagement alternative like mixing with buddies new and previous over Cosmos each on-line and IRL,” stated Matt Foley, vice chairman of selling for Absolut, in a press assertion.
To kick off the festivities, the “Mixing it Up: Cosmos & Tradition” restricted collection will air in Absolut.Land. The episodes, which is able to air weekly, will talk about tradition and have Rogers, an actor and comic who co-hosts the “Las Culturistas” podcast. To additional mix the digital and actual worlds, Absolut will host a brunch that includes Rogers on the music pageant.
Absolut.Land has performed a central function within the vodka’s advertising for years. Regardless of declining curiosity from entrepreneurs and customers within the metaverse, the model continues to be invested within the expertise. Absolut’s persistent metaverse area has been moved from Decentraland to Spatial so it may be accessed through smartphone or through VR headset, suggesting the model desires the expertise to be accessible by a bigger group of customers.
