Absolut.Land
Absolut
Client
Absolut
Year
2023
Services
Immersive Experience Design, Gamified Engagement, Campaign Integration
Platform
Overview
Absolut.Land at Coachella was a fully integrated, first-of-its-kind experience that mixed real concert attendees with avatars through 10 unique virtual activities, wall-to-wall NFT minting, digital fashion accessories, Metaverse influencers, and real-world legends Swedish House Mafia — reunited for the first time in 10 years. Users entered the metaverse from the Coachella tent and were able to interact with Absolut's Virtual Bartender, airdrop wearables, and collect Absolut signature bottles hidden throughout Absolut.Land to redeem real cocktails at the main bar.
Challenge
Absolut needed to extend the energy of their Coachella activation beyond the physical tent — reaching audiences who couldn't attend in person while deepening the experience for those who could. The experience had to be accessible via QR code, require no app download, and deliver on the premium, culturally-relevant aesthetic expected of the Absolut brand.
Approach
We built a fully branded digital world accessible via QR entry from the physical activation. The experience featured 10 interactive zones, real-world reward mechanics tied to in-experience collectibles, and a live jukebox where Swedish House Mafia debuted new music. Real-time interactions, collectible hunts, and social sharing mechanics drove participation and organic amplification across social platforms.
Outcome
1.5B+ earned impressions. $450K+ in sales over 2 weekends. 260K+ Coachella visitors. 30K+ Metaverse visitors across the 2 weekends. 480+ Media placements. 34K+ Vending machine clicks. 100+ Countries reached. 108M+ Social media impressions.
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