Absolut Vodka debuts Coachella-themed metaverse

On April 15, the Swedish vodka brand Absolut opened a metaverse experience called Absolut.Land in Decentraland. Players who explore and interact with Absolut.Land can win a variety of prizes, including portable NFTs, discounts on Absolut spirits, or a trip to the Coachella Music Festival.

Absolut launched its Decentraland attraction on April 15 to coincide with the first day of the Coachella Festival in 2022. Many of the activities and fashion accessories at Absolut.Land pay tribute to Coachella, including a zero-gravity dance hall. Absolut.Land also has a digital version of a physical Absolut museum exhibition in Stockholm.

According to Absolut’s website, anyone can receive stylish fashion NFTs if they take an “avatar selfie” in Absolut.Land’s special “Selfie Room.” Once players have their selfie photo, they must upload it to Twitter with the tags “@Absolutus” and “#AbsolutLand” plus the public address of their Ethereum wallet.

Absolut says there are six portable NFTs up for grabs, some of which were created by NYC designer Susan Alexandra. Aside from the 300 Absolut puffer jacket NFTs, each of these digital wearables will have 200 editions. A few NFT accessories that Decentraland players could win include a button-down shirt, sandals and an Absolut cap.

Absolut also says it will hide ten unique tokens in Absolut.Land. Players who find one of these coins can win free merch or promo codes for Absolut products.

Finally, the top prize in Absolut.Land is the “Teleporter Token”. Whoever finds this item has a chance to win a trip to this weekend’s Coachella Festival with one guest. If players are interested in this reward, they should enter their contact details on Absolut’s official Absolut.Land page. Absolut will randomly draw a name from those who submitted their information and discovered the Teleporter Token.

The news of Absolut’s metaverse push comes shortly after Coachella announced its entry into the NFT market. For example, Rarity Sniper recently discovered that Coachella would issue commemorative “Bloom NFTs” to pass holders in 2022. A few months earlier, the famed Cali music festival announced an auction for ten lifetime NFT passes on FTX.

According to a recent Forbes report, Absolut Vodka is just beginning its entry into the metaverse. Pam Forbus, CMO of Absolut, said the company is doubling its media budget, with 80 percent of this money going to digital enterprises.

Note: Absolut.Land is only accessible to Decentraland players over 21.

Dozens of drink brands go digital

Absolut isn’t the only alcoholic drink your in-game avatar could try these days. For example, beer aficionados can easily find some of their favorite brands in popular metaverse games. Case and point: Miller Lite opened its “Meta Lite Bar” in Decentraland ahead of the 2022 Super Bowl. About a month ago, Heineken released a virtual version of its Heineken Silver beer in Decentraland.

Budweiser mother Anheuser-Busch has also been aggressive in its Web3-focused campaigns. In the summer of 2021, the Missouri-based company purchased a Tom Sachs Rocket Factory NFT for $25,000. Shortly after, Budweiser spent $96,000 to own the domain name “beer.eth”.

Whether you like spirits or soap, chances are you’ll come across major drink brands while exploring Web3.

Leave a Reply

Your email address will not be published.