Sasha + Varius

Varius Solutions offers revolutionary technology based around smart, programmable digital “objects.” We were tasked to create an entirely new experience using vAtoms alongside the music of internationally-acclaimed electronic artist, Sasha. What does any of that mean?
Read on.

START FROM THE TOP: 
WTF IS A vAtom?

It’s a “virtual atom.” It’s a digital object of value with all the characteristics of a real life object that can be traded, collected, or purchased from others. It’s like a non-currency cryptocurrency (and is in fact built upon the same platform as the cryptocurrency Ethereum).

When acquired online, through social channels, or discovered in the real world and picked up off of a map in augmented reality (think along the lines of Pokémon Go) these vAtoms can be exchanged for real goods or services, like a can of soda or entrance to a concert.

The advantage for brands is that they can also be combined with unique content, actions, reactions, and capabilities that promote business goals and campaign objectives. So instead of just a concert ticket, you can also retrieve audio tracks, video footage from other shows, discounts on merchandise and more, making the connection to the brand more valuable than ever. Additionally a vAtom is finite, so when redeemed or transferred, they leave your possession like a real world object would.

COOL, SO WHAT’S THE DEAL WITH SASHA?

One of the first opportunities we had to bring this technology to life was for the private and highly coveted “Last Night On Earth” boat party by Sasha during the Ultra Music Festival in Miami.

Though we’d been tapped just weeks before the festival, we signed on to create an experience that beat the traditional admission ticket for this once-in-a-lifetime concert. Our goal was to connect with fans and build a relationship before, during and after the performance.

CAPTURING A PASSIONATE AUDIENCE

Sasha’s fans are extremely passionate and dedicated to both his music and the experiences they have during his performances. To create something new and special for this event, we leveraged vAtoms to craft a customized treasure hunt in which fans would be alerted that Sasha himself had dropped virtual tickets (in the form of vAtoms) around the city of Miami in advance of his party.

The Sasha vAtom included a QR enabled digital ticket, an exclusive chat room with the performer and ticket holders, a curated contest for the most passionate fans, and content exclusive to the performance.

We also built custom 3D artwork for Sasha’s signature “Last Night On Earth” party to accompany each aspect of the experience, choreographed the treasure hunt, party experience, and post-event content to ensure that this night would be unlike anything the attendees had experienced before, from start to finish. 

RESULTS

vAtom engagement rates reached more than 60% among DJ Sasha ticket holders. All tickets dropped in Miami were picked up by lucky fans and used to attend one of the hottest boat parties during the Ultra Festivities.