Dive Temporary:
- Absolut Vodka, a Pernod Ricard firm, is returning to Coachella with each digital and on-site activations, per data shared with Advertising 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 house was hosted on Decentraland.
- The net collection and the moved Absolut.Land anchors the “Journey to the Cosmos” initiative, which might be in full power on the music competition. Absolut’s tent on the precise occasion is supposed to imitate the look of its metaverse house.
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 competition 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 house 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ethos providing an equally wealthy and various international engagement alternative like mixing with buddies new and outdated over Cosmos each on-line and IRL,” mentioned Matt Foley, vice chairman of selling for Absolut, in a press assertion.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 can air weekly, will focus on 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 competition.
Absolut.Land has performed a central position 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 know-how. Absolut’s persistent metaverse house has been moved from Decentraland to Spatial so it may be accessed through smartphone or through VR headset, suggesting the model desires the know-how to be accessible by a bigger group of customers.
