Beach Loft Corona
year 2011
Problem
In 2011, Corona Beer, Costa Rica’s premium beer, struggled to exceed 73,000 annual crates sold since 2005, accounting for only 1.3% of the total brewery sales in Costa Rica.
To address this, Corona needed to establish a closer connection with its target audience. The challenge was to create a more experiential bond and reinforce the message that “The best moments at the beach are enjoyed with Corona Beer.”
Insight
You can’t truly understand Corona Beer until you’ve lived it.
Idea
A competitive online experience for enjoying the beach: Beach Loft Corona.
Solution
We crafted a promotion that offered four weekends at the Corona Summer Mansion as prizes. Three weekends could be won by activating codes found in promotional packaging. Facebook served not only as a real-time communication tool but also as an interactive platform. The fourth weekend could only be won through Facebook via “The Beach Loft Corona Challenges.” Teams of 11 individuals, each with distinct personalities, competed.
- Periodic challenges were sent directly to team members.
- Challenge results were uploaded within a Facebook application.
- The team with the highest score emerged as the winner.
Results
- Five teams registered for the competition.
- Each challenge sparked creativity and “word of mouth” through user-generated content.
- Interaction amplified by 464%.
- Post views increased by 762%.
- A 187% surge in community membership.
- Sales increased by 27%, rising from 73,617 crates to 93,925 during the two-month promotional period.
- Positioned Corona Beer as a brand that generates premium experiences, solidifying its identity in the market.
Beach loft corona
year 2011
Problem
In 2011, Corona Beer, Costa Rica’s premium beer, struggled to exceed 73,000 annual crates sold since 2005, accounting for only 1.3% of the total brewery sales in Costa Rica.
To address this, Corona needed to establish a closer connection with its target audience. The challenge was to create a more experiential bond and reinforce the message that “The best moments at the beach are enjoyed with Corona Beer.”
Insight
You can’t truly understand Corona Beer until you’ve lived it.
Idea
A competitive online experience for enjoying the beach: Beach Loft Corona.
Solution
We crafted a promotion that offered four weekends at the Corona Summer Mansion as prizes. Three weekends could be won by activating codes found in promotional packaging. Facebook served not only as a real-time communication tool but also as an interactive platform. The fourth weekend could only be won through Facebook via “The Beach Loft Corona Challenges.” Teams of 11 individuals, each with distinct personalities, competed.
- Periodic challenges were sent directly to team members.
- Challenge results were uploaded within a Facebook application.
- The team with the highest score emerged as the winner.
Results
- Five teams registered for the competition.
- Each challenge sparked creativity and “word of mouth” through user-generated content.
- Interaction amplified by 464%.
- Post views increased by 762%.
- A 187% surge in community membership.
- Sales increased by 27%, rising from 73,617 crates to 93,925 during the two-month promotional period.
- Positioned Corona Beer as a brand that generates premium experiences, solidifying its identity in the market.