Hey! VINA & Absolut are Connecting Coachella Best Festival Friends
Laura McQuarrie — April 4, 2023 — Marketing
References: prnewswire
Absolut is the Official Vodka of Coachella and it is helping to connect people virtually in the metaverse with the Absolut.Land experience and in real life with the Find Your 'Best Festival Friend' platform. In partnership with Hey! VINA, the women's friendship app, Absolut is helping aspiring festival-goers make new friends with a swipe.
This takeover specifically designed for new Coachella friends is an in-app experience that helps to build community and take the stress out of making new friends as an adult. As part of this partnership, Absolut is also launching a quiz that allows users to match with like-minded festival friends and also get the chance to win tickets for weekend two.
This takeover specifically designed for new Coachella friends is an in-app experience that helps to build community and take the stress out of making new friends as an adult. As part of this partnership, Absolut is also launching a quiz that allows users to match with like-minded festival friends and also get the chance to win tickets for weekend two.
Trend Themes
1. Friend-matching Apps for Festivals - As more brands look for ways to tap into the festival market, developing apps that make it easier for attendees to connect with new friends presents an innovative approach to creating community.
2. Personalized Event Experiences - As partnerships between brands and event organizers increase, personalization of the event experience through targeted quizzes and customized in-app experiences presents a disruptive opportunity for enhancing engagement.
3. Metaverse-based Marketing - As virtual worlds continue to grow in popularity, developing immersive branded experiences like Absolut.Land presents a disruptive opportunity for marketing and engaging with audiences in new ways.
Industry Implications
1. Alcohol - Collaborative campaigns between alcohol brands and festivals can create opportunities to leverage technology in new and innovative ways to connect with festival-goers.
2. Tech - Friend-matching apps create endless opportunities for tech companies to develop smarter matching algorithms, leveraging data to help bring more people together at events.
3. Events - The rise of personalized event experiences that prioritize attendee experience and foster community building creates opportunities for event organizers to collaborate with brands in unique and engaging ways.
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