Corona Light shows how a campaign that mixes social content with traditional media can encourage consumers to interact with and discuss the brand in question. Consumers “can’t wait” to see themselves on the Times Square billboard and “love” Corona Light as it helps them “enjoy the weekend”.
Corona has launched a joint social and traditional media campaign in the US to promote Corona Light to young adults. The Corona Light Facebook campaign wants Corona Light to become the “most liked light beer in America” and has attracted over 84,000 "likes" so far. Once consumers have “liked” Corona Light on Facebook they are encouraged to enter the Times Square billboard competition by uploading a photo of themselves for a chance to appear on a Corona Light billboard that overlooks New York City’s Times Square.
WaveMetrix social media monitoring shows how the Times Square billboard competition drives consumer engagement with Corona Light. Consumers upload their photos to appear on the Times Square billboard and ask Corona to “put me in Times Square”. They go on to say that Corona Light is a “great beer” with a “refreshing taste” that helps them “enjoy the weekend”.
The Times Square competition provokes very positive consumer discussion about the Corona Light marketing and product:
- Consumers “want to see themselves” on the Times Square ad: Consumers say they have “uploaded a photo” and “can’t wait to see myself on the ad in New York”. They ask Corona to “put me in Times Square” as they “love Corona”, will be “perfect for the ad” and want their “15 minutes of fame”. Some say they “love” the “awesome”, “cool” and “clever” campaign and share the link to the competition on Twitter. However, a few say they have “problems uploading photos”
- Consumers “love” Corona Light as it helps them “enjoy the weekend”: They say Corona Light is a “great beer” with a “refreshing taste” that “makes them happy”. Some say it is “the only beer they can drink” and as it is Light they can “drink more without getting drunk”. However, a few say they “prefer Corona Extra” to Corona Light
- Some discuss Corona Light advertising or the “free song app”: They praise the “Find your beach” advertising campaign and “love” the free song app although a few say “it doesn’t work in Europe”. Some consumers mention they have “just joined” the Corona Light Facebook page
The Times Square billboard competition drives consumer engagement with Corona Light:
- Over half of buzz around the competition mentions Corona Light: The competition drives discussion around Corona Light. Consumers love the “cool Corona Light Times Square campaign” and go on to say that Corona Light is a “great beer” that they “really enjoy”
- Around one third of buzz is from consumers who say they will enter or have entered the competition: They upload their photos to appear on the Times Square billboard and ask Corona to “put me in Time Square”
- A minority of buzz around the competition is from consumers considering purchase: They say “the weekend is Corona time” and “Corona Light is always stocked in our fridge”
Be the first to comment