Corona partnered with creative agency Upshot and e-commerce AR platform Obsess to launch a virtual golf clubhouse experience and store in March called ‘The Corona Premier Virtual Clubhouse’.
The golf-centered digital initiative is hosted on the beer brand’s US site and launched to leverage spiking interest around the sport as the 2023 PGA Tour moves into top gear.
The beer brand paired up with Obsess to leverage virtual shopping and AR shopping technology and to ensure the interactive environment generates consumer engagement and interest.
Visitors to the immersive experience are invited to navigate around the golfing clubhouse style virtual environment which includes a matching game, a discount code for branded Corona golf-related apparel and accessories, learn about Corona Premier’s flavour profile which food pairings and recipes as well as order via Instacart and Drizly (and selected local retailers).
Plus virtual visitors of legal drinking age are invited to enter a sweepstakes for a chance to win instant golf/brand prizes and/or a grand prize trip for four to the 2023 US Open (along with $4,500 in spending money) which takes place in Los Angeles in June 2023.
The golf themed experience invites visitors ages 21 and older to enter a sweepstakes for a chance to win a grand prize trip for four to the 2023 U.S. Open in Los Angeles in June or an instant win prize consisting of golfing apparel and merchandise.
As well as the golf theme, the clubhouse also features imagery regularly associated with the brand such as beach and ocean scenes.
“Corona is excited to partner with Obsess to create virtual, immersive brand experiences to interact with our consumers in an engaging new way,” said Corona VP Brand Marketing Alex Schultz. “We’re teeing off with the Corona Premier Virtual Clubhouse to connect with fans off the green, but we’ll be updating the Corona world all year long with new content, experiences and more. We know consumers are spending more and more time online, so this platform provides another touchpoint to meet them where they are.”
“We’re thrilled to partner with Corona Premier to launch this virtual clubhouse experience that brings the excitement of golf to life online in new ways,” added Obsess CEO Neha Singh.
Comment
The beer brand, owned in the US by Constellation Brands and internationally by Anheuser-Busch InBev, is using the virtual clubhouse to drive awareness of and to sell product, as well as educating and engaging consumers.
This virtual experience is reported to be the first in a series that Corona will roll out throughout the year which will include virtual summer and digital holiday activations.
By hosting the experience on its own site, Corona will be able to retain more control over customer engagements, but on the other hand it means the brand has to solcve the challenge of getting consumers to come to the brand rather than going to where they are.
Commerce, engagement, entertainment and even education in an AR environment are becoming increasingly common for the drinks brands. For example, Heineken and Jose Cuervo both recently opened in Decentraland.
Leave a comment
You must be logged in to post a comment.