Absolut Blends the Real Coachella With Metaverse Activation

The vodka brand plans to mix the digital world with an in-person experience at the music festival

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By now, it’s a familiar headline: Brand Enters the Metaverse.

Wendy’s created a virtual restaurant in Meta’s Horizon Worlds. Heineken invented a digital beer in Decentraland. Vans built a pixelated skatepark in Roblox. And so on.

The latest entrant is Pernod Ricard’s vodka brand Absolut, which is debuting Absolut.Land in tandem with the return of Coachella on April 15 following the music festival’s two-year hiatus during the pandemic.

Consumers age 21 and older who visit Absolut.Land, located in Decentraland, will find plenty of activities to do and areas to explore, from a garden to an art gallery and an anti-gravity dance floor.



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