ABSOLUT.LAND
Absolut has been the the official vodka of Coachella for a decade. To celebrate the 10 year anniversary of this partnership, Banquet was asked to extend the experience into the next frontier of live music..the metaverse.
The result was ABSOLUT.LAND, a Decentraland-based program that blends the virtual and IRL world seamlessly.
CASE STUDY
Absolut has been the the official vodka of Coachella for a decade. To celebrate the 10 year anniversary of this partnership, Banquet was asked to extend the experience into the next frontier of live music..the metaverse.
The result was ABSOLUT.LAND, a Decentraland-based program that blends the virtual and IRL world seamlessly.
On the virtual side, Absolut.land featured unique experiences designed around their signature products and passion points.
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An anti-gravity dance floor and virtual mosh pit
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A museum gallery showcasing the most iconic Absolut bottle art.
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A garden where visitors can hunt for branded collectives
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A celtie room
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A Pride tunnel that pays homage to Absolut's history of LGBTQ support
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A rainbow-themed dance party
..and virtual jukeboxes where attendees could enjoy a sneak peak of Sweedish House Mafia's new album.
Most important of all, we recruited a diverse team of builders, event producers, influencers, and community leaders
within Decentraland. These creators became the the face of our campaign, and were deeply embedded in every stage of the campaign.
THE RESULTS
ABOSOLUT.LAND
200,000+
attendees at our IRL + metaverse activations
1.5x
increase in online sales for Absolut.
48.1M
Social Impressions
9.95%
Influencer Engagement Rate
REAL LASTING CULTURAL IMPACT
"In my opinion I think the Absolute Vodka Activation was is among one of the best brand activations to hit Decentraland because the team took all the necessary steps to rallying the whole community."
- Sinful, Twitch Streamer
"The Absolut Vodka activation in Decentraland checked all the boxes. It was fun, interactive, and collaborative with the heart of the community."
- ShelleyVan, Metaverse Venue Operator
"By far the best part of Absolut land was the hosts. They did an amazing job drawing in newcomers and connecting attendees. Things like that really brought the experience to life."
- AwedJob, DCL Community Leader, Educator
