Event Marketer Summer 2023 - 51

BEST METAVERSE OR WEB3 EXPERIENCE
Google is hardly a stranger to hybrid events and for its
Accelerate23 conference, the brand wanted to raise the stakes
with its biggest-ever metaverse-based experience that aimed to
achieve high engagement among an audience that spends most
of its day online. With IRL regional activations in more than
32 cities and its " Beyondverse " digital environment, Google
focused less on audience acquisition and more on how the team
members and partners in attendance left the event, aiming to
connect and motivate them while ensuring they walked away
with actionable insights.
The Beyondverse was a 3D, " walkable " digital space where
GOLD AWARD
CAMPAIGN: Accelerate23
CLIENT: Google Cloud
PARTNERS: Opus, Gramercy Tech,
Vatom
attendees were present as avatars, and leaders were on hand
to interact in real time. It was home to content and experiences
including sessions, spontaneous networking and digital
activations. Attendees could explore different zones, like the
Acceleration Station, Café Beyond and Cloud Commons, all
geared toward achieving campaign objectives.
Meanwhile, with 3D sets, teleportation zones, animated
promos and a professional actor portraying the fully scripted
role of the event guide, every space in the Beyondverse made
attendees feel at home.
In the end, Google had drawn 73,355 total visits across all
spaces within the Beyondverse and earned an incredible average
dwell time of 48 minutes per room. You might say the brand
went above and beyond.
BEST METAVERSE OR WEB3 EXPERIENCE
Coachella is renowned for large-scale activations produced by
partner brands, and Absolut has been one of them for a decade
as the Official Vodka Sponsor. But as the tentpole event was
poised to return to an in-person format, the spirits brand took
a new approach to its programming, ensuring it remained a top
brand experience IRL, while implementing lessons learned from
the pandemic about the power of digital reach. The resulting
Absolut.Land campaign comprised in-person and metaverse
components in a way that cleverly blurred the lines between the
two and ensured both audiences could communicate.
In the Absolut.Land metaverse environment, consumers
SILVER AWARD
CAMPAIGN: Absolut.Land
CLIENT: Pernod Ricard
PARTNER: United Entertainment
Group
could explore a host of curated spaces across three " floors, " like
the Anti-Gravity Dance Floor that let users " flow " from floor
to floor; the Garden, where they could find digital collectibles
spotlighting ingredients for signature cocktails; a PRIDE Tunnel
with a rave vibe; and a Museum Gallery highlighting the brand's
iconic art. Across the space, attendees could unlock surprise
moments, product promos and avatar wearables.
On-site at Coachella, Absolut married in the digital experience
with an LED wall broadcasting from the metaverse into the
footprint (and vice versa). In-person attendees were equipped
with AR wearables that allowed them to " wear " Absolut.Land
apparel items, dance with an avatar, mix virtual cocktails and
beyond.
The strategy was a recipe for success, raking in 183 million
impressions and a reach of 13.9 million on social.
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SUMMER 2023 EVENT MARKETER
51
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Event Marketer Summer 2023

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