Why Absolut Is Running An In-Person And Metaverse Experience For Coachella

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“[People] who haven’t been able to travel can have a bit of an experience at Coachella[.]” For Coachella 2022, Absolut ran a rather unique campaign; besides providing tents at Coachella, they also had a metaverse equivalent on Decentraland. Although Absolut says it will be doubling down on media and marketing going forward, the dual in-person and metaverse experience (the latter dubbed “Absolut Land”) marks the company’s return to experimental marketing, which they had put on hold after the pandemic hit. Read full article here

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