Corona has allied with Spotify to promote its branded music festival series – Corona SunSets – with a competition offering listeners of the streaming service a chance to win an August trip to its Spanish music event in Ibiza.
Music lovers and beers drinkers visiting the campaign’s Corona’s SunSet hub on Spotify and who contribute a track from one of the artists playing at the festival will be enetered into the competition to win tickets to the Ibiza festival.
The hub also gives them a chance to see which songs are trending across the festivals and to subscribe to SunSet playlists.
This integrated Spotify campaign, running through July, consists of audio, display and video ads – all of which drive listeners to the hub.
The event activation and music alliance is led by an online spot first posted to Coron’a YouTube channel.
The Mexican beer brand is hosting a set of six ‘SunSet’ music events through summer 2015 – in addition to the Spanish event in Ibiza, Corona is also running brand-owned music festivals in Mexico, the UK, Italy, China and Australia.
— Corona (@corona) June 5, 2015
The festivals themselves are being heavily pushed across Corona’s own social platforms – with both brand-created event-relevant video and image content,
— Corona (@corona) July 8, 2015
and via a crowdsourced #ShareTheSunsets promotional strand.
— Corona (@corona) July 9, 2015
Grupo Modelo owned Corona, part of the giant AB-Inbev brewing empire, has its authenticity rooted in its Mexican heritage.
But Corona’s sponsorship of music and sports events, its iconic, transparent bottle (typically topped with a lime wedge) and its consistently marketed message that ‘beachiness is a state of mind’ has made it a leading global brand.
Despite the recent beer sale slowdown, especially in the USA, Corona’s fortunes remain on the up and much of this has been put down to the success of the emotional value of the brand’s relaxed, laid-back lifestyle and escapism positioning.
This recent focus on the summer appeal of ‘beachiness’ has helped boost year-round consumption and even to connect with older consumers.
Its Effie award-winning ‘Find Your Beach’ campaign revolves around the idea that a beach is wherever the beer is-in a city bar, on a rooftop or on a snowy peak.
In the music world it’s partnerships have stretched from sponsoring the world tour of global pop icon Marc Anthony, to the Corona Uprising Festival and even backing the Corona Youth Music Project and the Corona Symphony Orchestra.
While in sport Corona has a major 5-year worldwide partnership with the global ATP tennis organisation.
In addition, Corona sponsors the Mexican National Soccer Team and is a ‘second sponsor’ for several top Mexican football clubs (including Puebla, Club LeonChiapas FC, Monarcas Morelia, América, Toluca, Atlas, and Santos Laguna).
Corona was the name sponsor of the LPGA Tour tournament Corona Championship, as well as the title sponsor of the NASCAR Corona Series (now NASCAR Toyota Series) in Mexico and it was also the title sponsor of the SBK Superbike World Championship from 1998 until 2007.
Spotify Corona SunSets Website:
Corona SunSets Website:
Corona SunSets YouTube: