Absolut.Land: A Metaverse Success Story Redefining Brand Engagement at Coachella
We’re excited to spotlight the creative and technical innovation led by Corey Kovnats and the CKC team in developing Absolut.Land, in collaboration with Absolut, United Entertainment Group (UEG), and Young Hero. As the contributing agency, CKC was responsible for designing and building every technical element of the experience, from 3D models and virtual environments to interactive gameplay and world mechanics.
Redefining Brand Engagement in Virtual Spaces
Absolut.Land, launched to celebrate Absolut’s 10th year as the Official Vodka of Coachella, invited festival fans into a vivid, game-inspired world that extended the energy of Coachella into a digital setting. Designed for users 21 and over, the experience merged art, music, fashion, and mixology, allowing users to explore, play, and connect in real time.
Built by CKC: The Digital World Behind Absolut.Land
CKC built every dimension of the Absolut.Land experience, developing custom 3D assets, animated environments, and interactive mini-games that encouraged social exploration. Key elements included:
An anti-gravity dance floor that defied real-world physics
A fully functional virtual Absolut bar
Collectible digital art and NFTs
Custom avatar wearables by Susan Alexandra
A jukebox featuring Swedish House Mafia’s Paradise Again album
Connecting Virtual Play with Real-World Celebration
One of the project’s standout achievements was how it united digital interactivity with the physical Coachella experience:
Virtual-to-Reality Sweepstakes: Visitors could unlock hidden portals for a chance to win exclusive Coachella VIP experiences, blending the digital world with tangible rewards.
On-site Drop-In Stations: Festival-goers at Coachella could step directly into Absolut.Land through special installations, creating a two-way bridge between the real and virtual festival communities.
Collaborating Across Creative Worlds
CKC’s technical leadership worked hand-in-hand with UEG and Young Hero, aligning creative strategy with cutting-edge digital production. Together, the team turned Absolut’s brand story into an immersive playground where authenticity, culture, and technology met. Highlights included:
Partnering with Swedish House Mafia to integrate music-driven interaction
Real-world integrations such as cocktail deliveries triggered by in-game actions
Recognition and Results
Absolut.Land 2022 achieved exceptional engagement and critical acclaim:
1.5 Billion+ Earned Media Impressions
Industry Honors:
Webby Honoree – Immersive & Virtual: Food & Drink 2023
Webby Nominee – Virtual Entertainment: Sports & Music 2023
Ex Award – Silver Finalist, Best Virtual Experience
Reggie Gold – Experiential Marketing (Virtual Events)
Shorty Awards – Silver (Food & Beverage, XR) and Bronze (Brand Partnership)
CKC’s Vision for the Future of Interactive Worlds
Corey Kovnats’ leadership on Absolut.Land demonstrates CKC’s commitment to advancing immersive storytelling and digital craftsmanship. By building rich, game-like environments that connect communities across digital and physical spaces, CKC continues to define how brands engage audiences in virtual worlds.
“Collaborating with agency partners, Absolut designs activations centered around community,” said Corey Kovnats, Virtual Experience Consultant for UEG/The Absolut Company. “Through giveaways, gamification, and creative collaboration, we craft digital experiences that authentically reflect culture and connection.”
Pioneering the Next Generation of Brand Experiences
The success of Absolut.Land reinforces CKC’s position at the forefront of interactive environment design and gameplay-driven brand storytelling. As digital worlds become more immersive and accessible, experiences like these prove that meaningful engagement can happen anywhere—whether on a festival ground or inside a vibrant, virtual landscape.
Explore Absolut.Land… Jump In!