Find Your “Festie Bestie” at Coachella With Help From Absolut
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Absolut has been named the Official Vodka of Coachella, and the brand is teaming up with the new app Hey! VINA (think Tinder for girl friendships) to help festival goers meet their new festival BFF (a.k.a. their “festie bestie”) with just one swipe.
The new “Find Your BFF” swipe and match function provides users with the opportunity to meet up with VINA besties IRL, in a takeover specifically designed for new Coachella friends, as well as in the metaverse. As part of the partnership, Hey! VINA users will also get the chance to win VIP tickets to Coachella Weekend 2, though a giveaway online.
“Coachella is where so many new friendships are made and thanks to Absolut and the new ‘Best Festival Friend’ in-app experience, we’re helping people get ahead of that by matching with friends before the festival,” says Olivia June, Founder and CEO of the app, in a release. “Our main goal at VINA is to empower people to build community everywhere, and we couldn’t be more excited to leverage our algorithm to do just that at the ultimate mixing ground.”
While Weekend 1 of Coachella has wrapped up, expect to see Absolut Vodka branding and activations throughout Weekend 2. The Absolut activations will range from cocktail-themed NFT wearables that personify Espresso Martinis, Cosmos, and more, to an interactive “Wild Berri Dance Battle” that celebrates the label’s latest flavor innovation — Absolut Wild Berri.
Real-life besties Rachel Recchia and Genevieve Parisi (of The Bachelor fame) will be at Coachella showcasing Absolut’s newest flavor, which hits shelves in May. Limited-edition Festival Bestie Cocktail Kits are also available to order through SourcedCraftCocktails.com, for $163 plus shipping and handling. Each cocktail kit includes a bottle of Absolut, a jigger, and cocktail ingredients, plus limited-edition friendship bracelets from Little Words Project. And of course, each purchase prompts a second kit to be sent to a friend of your choice, since all good things come in pairs.
Anyone can sign up to win tickets through the Absolut x Hey! VINA contest. And if you don’t win, there are still ways to score last-minute passes to Weekend 2 online here.