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Coachella and Avalanche have partnered to launch Coachella Quests, a new blockchain-based loyalty game to drive engagement and loyalty.
It’s another form of gamification, this time powered by Web3 technology.
Fans who complete Quests will earn non-fungible token (NFT) Stamps and Points that grant access to exclusive festival benefits and experiences. As fans progress through the game and engage in more Quests, they’ll become eligible to redeem rewards, such as a mystery merch box, access to VIP lounges, unreleased music, and much more.
One fan who completes all Quests and earns enough XP to advance to the highest level will be randomly selected to win the grand prize: access to the Coachella Key, a rare NFT that comes with two 2025 festival guest passes.
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Sample quests
Disco Shark Quest: Fans will be asked to find a QR code hidden around the Yuma tent, & a limited number per day will be able to collect a Stamp that unlocks a limited-edition, physical Disco Shark collectible that, when tapped with a smartphone, unlocks access to an exclusive, unreleased Eli & fur song. This piece is made in partnership with Smart Vinyl, a new format of physical music that allows fans to unlock album experiences with their phones and artist-branded collectibles.
AMEX Quest: Fans will learn about this Quest prior to the festival via Coachella’s Quests UI, Discord and WhatsApp channels; Once this Quest unlocks on April 11, a limited number of 25 fans/day will be invited to claim the AMEX stamp which will grant access to a VIP lounge area within the AMEX activation.
Quest Hideaway: This Quest will take place within the on-site Quests Hideaway activation, powered by Avalanche. In this scavenger hunt style Quest, fans will be asked to find QR codes hidden around the activation to unlock rewards.
How it works
Coachella Quests harnesses Web3 to broaden the festival experience, blending IRL and digital, and increase fan engagement while driving long-term loyalty.
The journey begins with the Coachella Canvas, a new dimension of Coachella creativity that allows fans to engage with the festival through innovative art, games, and immersive experiences made possible through creative technology. Starting today (April 3), fans can discover the Canvas Explorer Guide and create a Canvas Card, which serves as their unique passport and chronicle of experiences across the Coachella Canvas.
As fans complete Quests, from engaging with the festival’s Discord to completing on-site scavenger hunts, they will earn digital Stamps (NFTs) and associated Points (XP) that can unlock access to exclusive prizes and festival experiences, such as a mystery merch box, access to VIP lounges, unreleased music, and much more.
Integration with the OpenSea Wallet provides users easy access to collect their rewards inside Canvas Quests. One fan who completes all Quests and earns enough XP to advance to the highest level will be randomly selected to win the grand prize: access to the Coachella Key, a rare NFT that comes with two free 2025 festival Guest passes.
“Tokens are a unique way to gain consumer insights,” said Sam Schoonover, innovation lead for Coachella, in a statement. “As fans engage with Coachella by completing Quests, they earn and own tokens that can tell the festival more about their interests and activities while protecting their identity. Our partnership with Avalanche accelerates our goal of experimenting with new loyalty use cases by allowing us to build this program on a high throughput and cost effective blockchain.”
“The promise of using tokens to enhance live events and usher in a new era of fan engagement by blending the physical and the digital is very exciting, and there couldn’t be a better use case than Coachella,” said Paul Chodirker, director of enterprise business development for Ava Labs, in a statement. “We’re eager to witness how on-chain assets providing real utility could create new, sustainable relationships between music fans, festivals, and artists in the future.”
In addition to Main Quests, players can play Side Quests – which feature content and experiences from partners, artists, and Coachella community programs – to earn additional rewards. Fans can grow their Stamp collection over the years, cataloging memories from their Coachella experiences, while managing their interactions and assets on Avalanche.
In tandem with the online game, Coachella will host an on-site Avalanche activation, bridging Coachella’s Web3 offerings with the physical world. Attendees can redeem Stamps, explore art installations, learn about the game, and link up with fellow players.
Goldenvoice, creators of Coachella Valley Music & Arts Festival and Stagecoach: California’s Country Music Festival, operates Los Angeles and Bay Area music venues including the Fonda Theatre, The Roxy Theatre, El Rey Theatre, The Novo, Shrine Auditorium & Expo Hall, The Regency Ballroom and The Warfield.
Currently, Goldenvoice promotes over 1,600 concerts a year in California, Arizona, Nevada, Hawaii, Alaska and Canada plus recently adding North American tours to their growing list of accomplishments.
Avalanche is a smart contracts platform that scales infinitely and regularly finalizes transactions in less than one second.
