For anyone looking to understand how brands are making their mark in the gaming arena, Absolut serves as an exemplary case. As a sponsor of the Coachella Music Festival, the brand transitioned the festival experience into the virtual realm with the help of Pigiama Kasama, who developed the video game in collaboration with Spatial.io and 5th Column.
Convinced of the gaming industry’s potential as a future socializing platform, Pam Forbus, a spokesperson for Absolut, announced that the brand has doubled its media investment this fiscal year. Nearly 80% of this investment is directed towards digital channels, with about 10% of its annual marketing budget allocated to the Coachella program. The goal is to bridge the gap between Absolut and the gaming industry.
Result 1 – Video Game
The journey unfolds on Spatial.io, a virtual platform where users can live, play, and socialize – akin to a Netflix for video games. Within the Absolut.Land experience, players engage in a game that teaches them to mix the iconic Absolut Cosmo cocktail by collecting four ingredients through a sliding game mechanic. This innovative approach allows the brand to educate consumers in an entertaining manner.
Result 2 – 3D Digital Twin
Upon starting, players arrive outside a tent under a golden-hour sky, a 3D replica of Absolut’s Coachella tent. This virtual space replicates the real tent’s various areas:
An impressive exterior view
The Absolut tunnel
The main bar
A sponsor bar
The disco area
Interview area
This digital twin enables players to experience Coachella from the comfort of their homes.
Result 3 – Avatar Collection
An avatar collection consisting of 44 pieces and an impressive glowing aura has been created as a reward for players. Following a creative holographic direction, players are digitally transported into the experience.
Employing Absolut Vodka’s iconic color palette, Pigiama Kasama’s developers crafted skins that continually mutate, embodying a sense of joy and dynamism.
Behind the Scenes
Developing multiplayer video games that are highly optimized for desktop, mobile, and virtual reality platforms is a challenge Pigiama Kasama thrives on.
Leveraging AI, the studio’s developers designed a level editor capable of creating over 100 game levels by simply drawing a line. This innovation allows for a dynamic game environment that changes with each play, enhancing both fun and challenge.
Play the Game
Pigiama Kasama, in collaboration with Spatial.io and 5th Column, has crafted a unique digital experience that transcends the mere replication of the real world in a digital format.
“Journey to the Cosmo” offers an immersive 3D experience where users can learn to make a Cosmo Cocktail, listen to interviews, chat with friends online, dance, and win prizes.
Designed as a social activity, it encourages user interaction with friends and competition. Accessible through web browsers, mobile apps, or virtual reality, Absolut.Land combines the essence of the Spirits world with the boundless opportunities of video games.
COMPANY: Pigiama Kasama
