Corona Ready To Serve App Game Promotes ATP Final

Corona is stepping up its ATP World Tour sponsorship activation with the release of a free tennis mobile app.


Launched to boost brand and sponsorship awareness in the build up to the culmination of the tennis season at the ATP World Tour Finals tournament in London’s O2 later in November, the app is being promoted both through traditional media (including a set of press and poster executions), collaborations with a set of media partners (such as consumer magazines) and via digital platforms.


Fans can also download the free gaming app at www.coronareadytoserve.co.uk.


To play the app, simply select your player and prepare to return the viciously served balls from the opponent. Your task, in a tennis/beer twist, is to protect your Corona Extra bottles by returning the serves. Each ball you return counts for five points, and if you return a bottle cap your points are multiplied.


The longer a players stays in the game, the harder the task gets – so players should look out for the signature lime wedges that will refill their bottles. The perfect serve ends when a player gets three empty bottles.


Players with fast reaction and skill can return every single ball that is perfectly served in order to reach the top of the leader board. This will automatically give app game players a chance of winning a pair of tickets to the Barclays ATP World Tour Finals.


Additional prizes are being packaged within magazine title campaign collaborations. For instance Corona Extra and Glamour teamed up to celebrate the tournament by offering an in-magazine competition with a prize for one reader that includes a set of four VIP tickets to the 2011 Barclays ATP World Tour Finals – complete with courtside seats, hospitality access, the chance to meet a tennis legend, as well as an overnight stay at a 4-star London hotel, a set of branded goodies and the inevitable 12 bottles of Corona Extra.


Corona Extra, is a Premier Partner of the ATP World Tour and at the competition’s final showdown in London the beer brand is deploying a number of experiences and initiatives to connect tennis fans with the competition.


Once again Corona is creating its beachside setting in its branded Corona Fanzone in the O2 arena. Running from 20t to 27 November, the beach bar will screen live footage from the courts, offering a virtual tennis experience through Playstation Move and, of course, serve Corona Extra,




Corona’s tennis sponsorship is helping to bring a more youthful and dynamic image to a traditionally middle class game. It emphasis on sunshine and sand offers a different and more youthful positioning for a sport more traditionally associated with champagne and bottled water.


The beer brand’s integrated, multi-faceted campaign stretches from above-the-line advertising, through the it’s touring beach bar experience, in-person and mobile gaming to its Save The Beach CSR collaboration with the ATP (see http://bit.ly/vG2GSh).







Leave a comment


Featured Showcases

Leave a comment