Absolut Vodka Returns to Coachella with Metaverse and Content Activations

Absolut vodka returns to Coachella festival with a multimedia activation and content series.

The Pernod Ricard vodka brand will blend digital and in-person experiences at the festival through a partnership with podcaster Matt Rogers. 

Absolut Vodka, a Pernod Ricard company, is returning to Coachella with virtual and on-site activations, according to information shared with Marketing Dive and a press release.

The multi-faceted marketing campaign includes a new content series featuring podcaster Matt Rogers. Additionally, the activation features an updated Absolut.Land experience on a new Spatial platform. Previously, the metaverse space was hosted on Decentraland.

The digital series and the relocated Absolut.Land form the foundation of the "Journey to the Cosmos" initiative, which will be fully realized at the music festival. Absolut's area at the event is designed to mirror the look of its metaverse space.

Absolut, the official vodka partner of Coachella, plans to engage audiences both in person and online through a content series and metaverse experience, making the popular festival a core part of its marketing strategy. The "Journey to the Cosmos" activation plays on a double meaning of "Cosmos," referring both to outer space and the popular Cosmopolitan cocktail, which has seen renewed interest. 

"The activation underscores our 'Born to Mix' philosophy of offering an equally rich and diverse global engagement opportunity for mixing with friends both online and in real life over Cosmos," said Matt Foley, Absolut's vice president of marketing, in a statement.

To launch the activities, the "Mixing it Up: Cosmos & Culture" limited series will debut in Absolut.Land. The weekly episodes will discuss culture and feature Rogers, an actor and comedian who co-hosts the podcast "Las Culturistas." Additionally, Absolut will host a brunch event featuring Rogers at the music festival.

Absolut.Land has played a key role in the vodka's marketing for years. Despite decreasing interest from brands and consumers in the metaverse, Absolut remains invested in the technology. Moving its persistent space from Decentraland to Spatial allows for accessibility via smartphone or VR headset, suggesting the goal is to reach a broader audience.