Chill by day, party by night, Smirnoff Seltzer The Wilds Cocktail Bar is a Splendour institution and legendary for high vibes and dance floor shenanigans!

When Splendour in the Grass went virtual for the 2021 edition of the iconic festival, an opportunity emerged for new and exciting ways for brands to connect with our audience in different digital formats.

The Wilds was recreated as a fully immersive virtual destination bar and stage within the Splendour XR platform, where XR patrons could engage with the brand and other avatars, creating connections with other festival attendees just like Splendour IRL. Partnerships with beverage delivery services Jimmy Brings & Cocktail Porter put Smirnoff products directly in the hands of music fans who spent a total of 1.45 Million minutes enjoying the diverse lineup of DJ performances at The Wilds.