Metaverse, Absolut Vodka, and COACHELLA
With Coachella around after a break of a year or two we can be certain that marketing was at the peak. One trend that was followed was definitely — Metaverse!
So what did Absolut Vodka do?
#Absolutland
They used the Metaverse trend to create their own world in the digital space and continue their presence at Coachella. They worked with Decentraland to create the world of digital experience along with a Decentraland building that is shaped in the bottle of Absolut Vodka. And we haven’t even reached the details yet!
“How do we get known for being at Coachella? I don’t know how many people even knew Absolut was the official vodka of Coachella… So how do we amplify that partnership and get known for it,” Forbus said.
What is intriguing about this?
While there are so many details to focus on which are exciting we can touch upon why this is a win for Absolut vodka. The whole space contains a mix of features like — virtual cocktails, games, and prizes. Decentraland is the leading Metaverse coin on the market with the most active Metaverse community. It features dozens of play-to-earn activities that users can participate in and earn significant rewards and a virtual casino.
And as one enters the digital world……
The first floor of Absolutland is like a virtual bar
Then the second floor, users can go through a gallery of iconic Absolut ads and take selfies
On the third floor, they can explore the rainbow-themed Pride room, where the merchandise will be given to those who share their experience on social media
And finally, on the roof, consumers will also have the opportunity to listen to Swedish House Mafia’s new album.
Now that is what we can call using a trend for the best and gaining hype!
How did it help Absolut Vodka achieve its marketing objectives?
This trend generated buzz around the return of a popular music festival while also expanding visibility on social media. The virtual space encourages user interaction both in the real and virtual worlds. Absolut Vodka even engaged with the audience by promoting the Metaverse experience on Twitter. Their marketing objective was to use this opportunity to not just create awareness and sales for their product but engage with the consumers. Their consumers got the chance to visit the Absolutland and win prizes and tickets to Coachella which would create a lasting impression. Especially with the merchandise that they are giving, selling, and promoting they are creating a space in two worlds. And that will always be a long-term marketing objective.
Will this trend fade or is it here to stay?
This trend is here to stay. We are just getting started with the Metaverse trend and there is yet so much to explore. When the pandemic happened, it only fueled the Metaver expansion as people switched to a virtual world on daily basis.
“In some ways, the metaverse is already here, but some achievements are on a 10-year horizon, and other advancements maybe 50 years away.” — Melanie Subin
Additionally, it is also the generational change that we are witnessing. Gen Z is in full swing and they are more likely to spend the day exploring virtual spaces. Their interests in innovation, digitalization, and gaming are what would lead us to invent more of this trend in the next few decades.
By 2030, “a large proportion of people will be in the metaverse in some way,” predicts Melanie Subin
Do check their Twitter to get a look at their Absolutland!
