When thinking of beer advertisements it is hard to point a particular beer that stands out, but one brand, Corona Light, decided to think outside of the box when it came to their social media campaign. Corona beer has a very recongizable advertising campaign and almost everyone who sees an advertisement with a sandy beach and an ocean knows that it is for Corona. Corona Light decided to take a new approach to make them stand out compared to other beer brands and identify with their target market. Here is a video giving a brief overview of the campaign. This campaign increased the brand’s awareness among a younger demographic and also boosted their social media presence. Today Corona Light has a strong following on Facebook and continues to integrate different promotions through their social media pages.
Corona Light is the #6 imported beer in the U.S., and the #1 imported light beer. Consumers characterize Corona Light by the same relaxed, fun-in-the-sun brand image that defines Corona Extra, only with less calories. Corona Light has a strong social media presence, primarily on Facebook, which was utilized for their campaign. They also have a promotional Twitter page right now sponsoring Kenny Chesney’s 2013 tour.
For this particular campaign Corona Light wanted to stray away from the relaxing beach scene and focus on an exciting activity that would coincide with their target demographic of young millenials. Corona Light wanted to target their younger demographic (ages 21-29) by having a promotion on their Facebook page. The goal of the campaign was to be the “most liked” brand of beer in America on Facebook and have campaign awareness. Their approach was using some traditional advertising forms, but it was mainly focused on social media. The customer “likes” the Corona Light Facebook page and then you get access to the Times Square app, which will let you upload a photo for use on a 150-foot digital billboard. There will even be pictures from the other side of the square showing what your face looks like hovering over the crowds of people in the Times Square area.
Jim Sabia, executive vice-president of marketing for Crown Imports (Corona Light’s exclusive U.S. importer), said: “For Corona Light consumers, having their picture projected high above one of the most famous places in the world is an exciting experience, and a fantastic way of engaging a street audience while rallying Corona Light’s brand ambassadors.”
Corona is smart for taking this approach. The brand gained likes on their Facebook page, while rewarding the customers who liked the Facebook page by getting your face shown in all of Times Squares. They were also able to integrate traditional advertising by using the billboard. Not only did this campaign help Corona’s social media presence, they also got their brand name out by word of mouth, which is free promotional advertising for them and has no cost.
The end result gave the brand target audience engagement, brand exposure and viral exposure, which also lead to word of mouth. By engaging more consumers via Facebook, the brand was able to have more promotions and reach more of their targeted audience. They had about about 3,000 likes before the campaign and it grew to about 200,000 likes. At the end of the campaign, Corona Light’s fan base grew 10x.