Corona wanted a digital promotion to allow its customers be part of the Lollapalooza fest 2017, a two-day outdoor music event.
Corona was the main sponsor with the Corona Garden: a 13,000 sq. ft. installation especially made for relaxing, with the best outdoor music for that purpose. A perfect space to chill with friends while listening to the best bands of the festival.
A digital promotion was designed so that the brand consumers could win tickets for the event, as well as backstage passes and the chance to meet and greet some of the participating bands. This was done through a responsive website (optimized for all types of devices) and the social media, were users were to identify the songs played by the brand ambassadors, and thus enter the contest.
In addition, the agency produced videos of brand ambassadors playing in open sky locations, appealing to the new concept of the brand: This is Living. An approach inviting to go out and enjoy the outdoors.
Traditional outdoor graphic pieces and radio ads were used to communicate Corona’s promotion and presence in the event. Spotify and YouTube were used to replicate the same via online. And live broadcasts were done for social media and after movie art.
Branding & Communication, Social Media & Interactive