To mark its 10th year as the official vodka sponsor of music festival Coachella, Absolut took its ‘born to mix’ brand positioning to a new level with a one-of-a-kind metaverse experience that blended IRL and virtual worlds in Absolut.Land. In the latest episode of The Drum’s ‘On The Scene,’ we transport into Decentraland to meet in the metaverse with Pam Forbus, senior vice-president and chief marketing officer, Pernod Ricard North America, for an immersive tour of the Absolut.Land x Coachella festival experience.

Initial figures show that nearly 21,000 avatars from over 100 countries entered the metaverse activation during both weekends of the festival, in addition to 260,000 visitors who attended the on-site festival activation – making it a perfect blend of mixed realities.

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