Dive Brief:

• Absolut Vodka, a Pernod Ricard company, is returning to Coachella with both virtual and on-site activations, per information shared with Marketing Dive and a press release.
• The multifaceted marketing push sees a new content series featuring podcaster Matt Rogers. Additionally, the activation sees the revitalization of Absolut.Land on a new platform, Spatial. Previously, the metaverse space was hosted on Decentraland.
• The web series and the moved Absolut.Land anchors the “Journey to the Cosmos” initiative, which will be in full force at the music festival. Absolut’s tent at the actual event is meant to mimic the look of its metaverse space.

Dive Insight:

Absolut, the official vodka of Coachella, plans on activating around the event both in person and online with a content series and metaverse experience, making the popular festival a central part of its marketing strategy. The “Journey to the Cosmos” activation toys with a double entendre of Cosmos, alluding to both a celestial space and the Cosmopolitan cocktail, which has seen a resurgence.

“The activation very much underscores our Born to Mix ethos offering an equally rich and diverse global engagement opportunity like mixing with friends new and old over Cosmos both online and IRL,” said Matt Foley, vice president of marketing for Absolut, in a press statement.

To kick off the festivities, the “Mixing it Up: Cosmos & Culture” limited series will air in Absolut.Land. The episodes, which will air weekly, will discuss culture and feature Rogers, an actor and comedian who co-hosts the “Las Culturistas” podcast. To further blend the digital and real worlds, Absolut will host a brunch featuring Rogers at the music festival.

Absolut.Land has played a central role in the vodka’s marketing for years. Despite declining interest from marketers and consumers in the metaverse, the brand continues to be invested in the technology. Absolut’s persistent metaverse space has been moved from Decentraland to Spatial so it can be accessed via smartphone or via VR headset, suggesting the brand wants the technology to be accessible by a larger group of consumers.