Lisandro Ancewicz
To celebrate 10 years as the official vodka of Coachella, Young Hero helped Absolut launch a first-of-its-kind Web3 experience to mix festival-goers in the desert with fans in the metaverse. Digitally, physically, literally. With over 10 interactive elements, coveted wearables, and a chance to teleport from Decentraland to Coachella IRL.
Client:
Young Heros for Absolut
My Role:
Creative Lead , Design, Build
Year:
2023
Service Provided:
Concepting , UX/UI, 3D Build
The results were outstanding!
260,000 visitors to the Absolut Coachella tent
30,000 meta visits over two festival weekends (a high for branded Decentraland experiences)
1.5+ billion earned media impressions over 6 days of Coachella
108+ million social media impressions; 12% follower growth
90,000 anti-gravity dances; 11,000 shaker clicks; 34,000 vending machine clicks
Participants from over 100 countries
20 minutes average time in experience
Record for Decentraland’s longest dance party (12+ hours)
$450,000+ in sales over the two festival weekend (1.5x more than in 2019)
Over 4,000 orders on Drizly (across 36 states)
8X more hashtag mentions than the next closest brand/celebrity driven experience in DecentralandABSOLUT 'BORN TO MIX'
Absolut’s global brand platform “Born to Mix” was core to the concept. Meeting and interacting with other fans was encouraged at every turn. From connecting over virtual drinks to multiplayer games that unlocked real-life drinks, even the ability to gift each other NFT wearables — we designed Absolut. Land as a legal drinking age playground where the more you mixed, the more you were rewarded.
Architecture Design
With the intent of constructing a permanent home for the brand in the metaverse, we sculpted the facade of our building in homage to the iconic Absolut bottle. Brand elements like Absolut’s signature seal and product flavors inspired each subsequent virtual room within. Through thoughtful consideration of functionality, we worked with our partners Parcel Party to implement passive environmental actions like music that triggered automatic dance moves and anti-gravity floors that allowed users to travel between floors via a gravity-defying mosh pit
