Absolut.Land: A Metaverse Success Story Redefining Brand Engagement at Coachella
We are thrilled to highlight the innovative work of Corey Kovnats, a key member of the CKC team, in creating Absolut.Land in collaboration with Absolut and United Entertainment Group (UEG). This project showcases CKC's expertise in developing immersive metaverse experiences that bridge the gap between virtual and physical worlds.
Revolutionizing Brand Engagement in the Metaverse
Absolut.Land, launched to celebrate Absolut's 10th year as the Official Vodka of Coachella, extended the festival experience into the digital realm. This metaverse activation, accessible to anyone 21 and over, seamlessly blended art, fashion, music, and cocktails in a virtual space.
Key Features of Absolut.Land
Kovnats and his team created a multifaceted environment that included:
An anti-gravity dance floor
A virtual Absolut bar
NFT collectibles
Exclusive avatar wearables from Susan Alexandra
A custom jukebox featuring Swedish House Mafia's new album
Bridging Virtual and Physical Experiences
One of the most exciting aspects of Absolut.Land was its integration with the physical Coachella festival:
Metaverse to Reality Sweepstakes: Visitors to Absolut.Land could discover secret portals that offered a chance to win a VIP experience at Coachella's second weekend, effectively transporting a lucky metaverse attendee to the real-world event.
Drop-in Stations at Coachella: Physical festival-goers could participate in the metaverse experience through specially designed drop-in stations at the event, creating a two-way connection between virtual and real-world attendees.
Innovative Collaborations
The project featured strategic partnerships, including:
A collaboration with Swedish House Mafia, showcasing their album "Paradise Again"
Integration of real-world elements, such as cocktail delivery services triggered by in-world interactions
Success Metrics and Recognition
Absolut.Land 2022 was a resounding success, garnering impressive engagement metrics and industry accolades:
Reach: 1.5 Billion Earned Media impressions
Webby Award: Honoree | Metaverse, Immersive & Virtual
Food & Drink 2023
Nominee | Metaverse, Immersive & Virtual Entertainment,
Sports & Music 2023Ex Award: Silver Finalist BEST METAVERSE OR WEB3 EXPERIENCE
Reggie Award: Gold in Experiential Marketing (Virtual Events)
Shorty Award: Silver Honor in FOOD & BEVERAGE, EXTENDED REALITY
Bronze Honor in BRAND PARTNERSHIP
CKC's Vision for the Future
Corey Kovnats' work on Absolut.Land demonstrates CKC's commitment to pushing the boundaries of metaverse experiences. By creating a versatile, engaging, and brand-aligned virtual space that seamlessly integrates with real-world events, Kovnats has set a new standard for how companies can leverage the metaverse for marketing and consumer engagement."Collaborating with agency partners, Absolut carefully plans activations and designs captivating experiences centered around the community," said Corey Kovnats, Metaverse Consultant for UEG/The Absolut Company. "Giveaways, gamification, and community engagement serve as pivotal elements in all of Absolut's metaverse events. By teaming up with Web3 native creators, studios, and ambassadors, Absolut ensures that its digital experiences resonate with the culture and principles of Web3."
Conclusion
The success of Absolut.Land underscores CKC's position at the forefront of metaverse development. As we continue to explore and expand the possibilities of virtual experiences, projects like this pave the way for more innovative, immersive, and adaptable brand engagements that seamlessly blend digital and physical realms.
We look forward to seeing how Absolut.Land evolves and inspires future metaverse initiatives across various industries. Stay tuned for more groundbreaking projects from CKC and our team of visionary architects like Corey Kovnats.