Event Marketer Summer 2023 - 42

BEST FAIR OR FESTIVAL
ACTIVATION
EX AWARD WINNER
CAMPAIGN: Absolut.Land at Coachella
CLIENT: Pernod Ricard
PARTNERS: United Entertainment
Group, MKG
Absolut has been the official vodka partner
of Coachella for 10 years, so to celebrate the
milestone and the in-person return of the
renowned festival, the brand developed a twopronged
experiential strategy that straddled
the lines between IRL and URL. The resulting
Absolut.Land experience encompassed an
on-the-ground sponsor activation and a
metaverse destination where attendees
interacted as avatars. And here's the kicker:
Consumers in both realms could engage with
one another, allowing Absolut to continue its
reign as the premier party at Coachella-inside
and outside of the festival grounds.
With an LED wall broadcasting from the
metaverse into the activation environment
and vice versa, the virtual and physical
were melded into a holistic experience. AR
wearables were available for festivalgoers onsite,
allowing them to " wear " unique Absolut.
Land apparel items from the metaverse,
dance with an avatar that appeared right
next to them on the dance floor and become
a virtual bartender. The space, like its parallel
metaverse environment, featured a geometric
layout, bold color schemes, art installations
and content streamed from the digital
Absolut.Land. There were also high-energy
music performances and plenty of cocktails
flowing throughout.
Over in the metaverse, Absolut.Land
featured everything from an Anti-Gravity
Dance Floor featuring a virtual mosh pit, to a
PRIDE Tunnel that paid homage to Absolut's
work supporting the LGBTQ+ community,
to a Selfie Room inspired by its Born to Mix
campaign that let attendees capture their oneof-a-kind
experience and share it for a chance
to win a Coachella digital collectible. There
were also surprise-and-delight moments and
Easter eggs, like hidden collectible bottles
and secret portals offering users a chance to
" teleport " to Palm Springs throughout the
experience.
During its run, Absolut.Land reached an IRL
attendance of 28,000 people over Coachella's
two weekends. Meanwhile, the metaverse
component had 66,100 visits to the dance floor
and users hailing from 112 countries and all 50
U.S. states. Earning a reach of 13.9 million on
social, Absolut became the No. 1 mentioned
vodka brand during Coachella's return. Results
worth a toast.
42
EVENT MARKETER SUMMER 2023
eventmarketer.com

http://www.eventmarketer.com

Event Marketer Summer 2023

Table of Contents for the Digital Edition of Event Marketer Summer 2023

Event Marketer Summer 2023 - 1
Event Marketer Summer 2023 - 2
Event Marketer Summer 2023 - 3
Event Marketer Summer 2023 - 4
Event Marketer Summer 2023 - 5
Event Marketer Summer 2023 - 6
Event Marketer Summer 2023 - 7
Event Marketer Summer 2023 - 8
Event Marketer Summer 2023 - 9
Event Marketer Summer 2023 - 10
Event Marketer Summer 2023 - 11
Event Marketer Summer 2023 - 12
Event Marketer Summer 2023 - 13
Event Marketer Summer 2023 - 14
Event Marketer Summer 2023 - 15
Event Marketer Summer 2023 - 16
Event Marketer Summer 2023 - 17
Event Marketer Summer 2023 - 18
Event Marketer Summer 2023 - 19
Event Marketer Summer 2023 - 20
Event Marketer Summer 2023 - 21
Event Marketer Summer 2023 - 22
Event Marketer Summer 2023 - 23
Event Marketer Summer 2023 - 24
Event Marketer Summer 2023 - 25
Event Marketer Summer 2023 - 26
Event Marketer Summer 2023 - 27
Event Marketer Summer 2023 - 28
Event Marketer Summer 2023 - 29
Event Marketer Summer 2023 - 30
Event Marketer Summer 2023 - 31
Event Marketer Summer 2023 - 32
Event Marketer Summer 2023 - 33
Event Marketer Summer 2023 - 34
Event Marketer Summer 2023 - 35
Event Marketer Summer 2023 - 36
Event Marketer Summer 2023 - 37
Event Marketer Summer 2023 - 38
Event Marketer Summer 2023 - 39
Event Marketer Summer 2023 - 40
Event Marketer Summer 2023 - 41
Event Marketer Summer 2023 - 42
Event Marketer Summer 2023 - 43
Event Marketer Summer 2023 - 44
Event Marketer Summer 2023 - 45
Event Marketer Summer 2023 - 46
Event Marketer Summer 2023 - 47
Event Marketer Summer 2023 - 48
Event Marketer Summer 2023 - 49
Event Marketer Summer 2023 - 50
Event Marketer Summer 2023 - 51
Event Marketer Summer 2023 - 52
Event Marketer Summer 2023 - 53
Event Marketer Summer 2023 - 54
Event Marketer Summer 2023 - 55
Event Marketer Summer 2023 - 56
Event Marketer Summer 2023 - 57
Event Marketer Summer 2023 - 58
Event Marketer Summer 2023 - 59
Event Marketer Summer 2023 - 60
Event Marketer Summer 2023 - 61
Event Marketer Summer 2023 - 62
Event Marketer Summer 2023 - 63
Event Marketer Summer 2023 - 64
Event Marketer Summer 2023 - 65
Event Marketer Summer 2023 - 66
Event Marketer Summer 2023 - 67
Event Marketer Summer 2023 - 68
Event Marketer Summer 2023 - 69
Event Marketer Summer 2023 - 70
Event Marketer Summer 2023 - 71
Event Marketer Summer 2023 - 72
Event Marketer Summer 2023 - 73
Event Marketer Summer 2023 - 74
Event Marketer Summer 2023 - 75
Event Marketer Summer 2023 - 76
Event Marketer Summer 2023 - 77
Event Marketer Summer 2023 - 78
Event Marketer Summer 2023 - 79
Event Marketer Summer 2023 - 80
Event Marketer Summer 2023 - 81
Event Marketer Summer 2023 - 82
Event Marketer Summer 2023 - 83
Event Marketer Summer 2023 - 84
Event Marketer Summer 2023 - 85
Event Marketer Summer 2023 - 86
Event Marketer Summer 2023 - 87
Event Marketer Summer 2023 - 88
Event Marketer Summer 2023 - 89
Event Marketer Summer 2023 - 90
Event Marketer Summer 2023 - 91
Event Marketer Summer 2023 - 92
Event Marketer Summer 2023 - 93
Event Marketer Summer 2023 - 94
Event Marketer Summer 2023 - 95
Event Marketer Summer 2023 - 96
Event Marketer Summer 2023 - 97
Event Marketer Summer 2023 - 98
Event Marketer Summer 2023 - 99
Event Marketer Summer 2023 - 100
Event Marketer Summer 2023 - 101
Event Marketer Summer 2023 - 102
Event Marketer Summer 2023 - 103
Event Marketer Summer 2023 - 104
Event Marketer Summer 2023 - 105
Event Marketer Summer 2023 - 106
Event Marketer Summer 2023 - 107
Event Marketer Summer 2023 - 108
Event Marketer Summer 2023 - 109
Event Marketer Summer 2023 - 110
Event Marketer Summer 2023 - 111
Event Marketer Summer 2023 - 112
Event Marketer Summer 2023 - 113
Event Marketer Summer 2023 - 114
Event Marketer Summer 2023 - 115
Event Marketer Summer 2023 - 116
Event Marketer Summer 2023 - 117
Event Marketer Summer 2023 - 118
Event Marketer Summer 2023 - 119
Event Marketer Summer 2023 - 120
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_june-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_september-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-fall-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-september-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-march-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-december-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-august-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-april-2020
https://www.nxtbookmedia.com