GAMEIFYING GAME DAY 
WITH CORONA

CULTURAL RELEVANCE

The Challenge
Domestic beers have dominated the conversation during football season, and Corona needed a way to breakthrough the noise and connect with this growing NFL audience without having an official NFL partnership in place.

Strategic Spark
As the brand all about refreshing optimism, sports are meant to be enjoyed, not endured, but football fans experience more stress than any other sports fandom. But no matter the score or how your team does on the field, there are plenty of opportunities for enjoyment on game day.

The Creative Idea
Corona will bring more fun to the tailgate experience by creating engaging gamification opportunities that celebrate the camaraderie of football.

Enter Lime Wedge Football, a game that can be played at home or at the stadium. With Corona, lime, and a little creativity, you can never lose a tailgate. To amplify the game, we enlisted help from Corona brand partner Eli Manning, and created a comms ecosystem with TVC, social, PR, digital, retail and podcast placements.

The Results
200 million impressions, thousands of social engagements, 65 earned media placements, and Corona's best performing PR program ever.

La Vida Más Fina es Nuestra

CULTURAL RELEVANCE

The Challenge
As Corona became a mainstream brand in the U.S., other Mexican beers started replacing it in the hearts of Hispanic consumers. With YoY sales declines among Hispanic audiences, Corona needed to reclaim their roots, and once again proudly share the brand’s Mexican heritage.

Strategic Spark
Living in the U.S., many Hispanics feel a constant struggle to remain connected to their heritage while being immersed in a different culture. As a Mexican import, Corona is proudly bicultural, and that dual perspective informs everything we believe in as a brand. Now it’s time to lend our platform to share the deep influence of Mexico on American culture.

The Creative Idea
For the first time in 40 years, Corona launched a platform paying homage to the Mexican American community it owes its legacy to, and inviting them to celebrate their unique stories, evolving Corona’s tagline, “La Vida Más Fina (The Fine Life),” to “La Vida Más Fina es Nuestra (The Fine Life is Ours)” for an integrated campaign. We worked with real people and real artists to showcase their passions, culture and POV. We even showed up in unexpected places to build community year-round- including on the Las Vegas strip, where we brought a voice-activated vending machine that only dispenses a drink if you can order in Spanish (providing pronunciation pointers for anyone who needed encouragement!)

The Results
In addition to strong engagement and PR results, Corona Extra sales increased by 16.1% and buy rate increased 5% with Hispanic consumers, and brand perception metrics saw significant lifts with the target audience.