For those who dare to color out the box, I want to share with you an impressive billboard by Corona that pushes new limits for outdoor advertising. The message is simple and the artwork is split over 2 vertical boards. Yet, unlike some recent trends in billboards such as live paintings, interactive features or creating a 3D display, Corona used a natural occurring event to finish off the look.
With the help of astronomers and planetariums, they lined up their billboard to match the path of a moon setting, and no ordinary moon. The moon had to be in the shape of a lime wedge. The precision and planning is remarkable. As every detail was spot on, Corona’s DNA was on display to the fullest.
What is next for the billboard industry?
Posted in Activation, Advertising, Beer, Billboard, Branding, Imports, Marketing
Tagged Billboard, Corona, Lime, Moon, Outdoor advertising
With the recent news about how technology companies are forming sponsorship/partnerships with sports teams/leagues, I wanted to share an astonishing collaboration between Corona beer & the Association of Tennis Professionals (ATP). Corona Perspectives is an opportunity to break down every shot hit by each player in every SET, GAME & POINT to its trajectory, speed, heat, etc.
Words truly can’t describe this year-long project that gives fans a complete view of some of the most recent high-profile ATP final matches. Immerse yourself in the video, photos and web link below (Google Chrome is needed to view complete project). Athletes might benefit from this data for training purposes. Please enjoy and imagine the possibilities to come for the NHL, MLB, NBA and NFL.
The element of surprise, harnessed correctly can help deliver what brands are looking for: Shock & Awe. After finishing reading “Winning the Customer” by Lou Imbriano, one concept stuck with me: SCD (Simple Creative Dominating). When developing a promotion, all you need to do is ask yourself , does the idea meet that criteria? While pre-planned & advertised promotions have their strengths, surprise moments capture more emotional connections with consumers.
Below is a video highlighting how Coors Light delivered on their brands’ essence and DNA all while leaving guests speechless. Unsuspecting consumer were served their “cold” beers in an over the top performance manner. Cold activated brand ambassadors quenched the thirst of consumers from a walk in cooler, snowmobile, zip line, dogsled and a helicopter. Coors Light activated a true 360 marketing plan by transforming their TV commercials into a real life human experience. Confused looks were easily turned into giant smiles.
Simple – Deliver beer to guests Creative – Use unconventional methods to deliver guests cold refreshing Coors Light Dominating – The brand was able to draw attention to those consumers ordering the brands while bystanders took action to order a CL can and/or spread the event o social media channels.
Take a look at south Florida pool take over.
Too many brands are becoming comfortable with their traditional sampling efforts. Notable examples are tap take overs or sending in models to purchase a round of beers at a tavern. On paper these might produce some great one on one interactions, but yet the consumer is passive and has no skin in the game.
Sol beer in the UK found that consumers were willing to give something up and be part of the entire sampling program. As the video will show below, a neck tie recycling receptacle was placed next to the common paper and can bins. Consumers who were willing to part with their ties were rewarded with a free beer at a pub in close proximity. “Loose the tie, gain some Free Spirit” was the clear message. Next level samplings will have the consumers start the dialogue and leave them with a memorable experience to share. #SolTies
Most craft beers do not have the budget for mass marketing nor would most want to be associated with traditional media outlets. Finding ways to stand out and gain attention has become difficult in the increasingly diverse craft beer segment, let alone generate meaningful sampling events.
Big Boss Brewing Company has created the 1st of its kind “beer dispensing” arcade game. The brilliance lies in both the marketing and sampling. All the characters in this “fighter” arcade game are actual names of their beers. Those names are:Hell’s Belle, Bad Penny, Angry Angel, Blanco Diablo and High Roller. This serves as a non intrusive way for consumers to easily recall the unique brands.
As the saying goes, “To the victor goes the spoils.” After 3 rounds of fighting, the winner has bragging rights along with a sample of a Big Boss Brewing beer. There is something to be said for this memorable encounter with the brands. Instead of being “force feed” product information, consumers discover the brands in an impact full & memorable manner.
There is truly an elevated level of excitement amongst consumers competing against each other in the Beercade video below.
While Budweiser in Canada is not the official beer of the NHL, the brand has created a remarkable hockey campaign that was recently unveiled. In trying to connect with consumers passion for their favorite team, Budweiser looked no further than the most electric and energizing site inside a hockey arena, the flashing Red Light signaling a goal.
This unique consumer engagement strategy infiltrates the home &/or offices of the brands devoted fans. These lights are installed & synced to a wifi network. When a game is on, it wakes up and starts listening over the network for a score. When the puck goes in the net, the light goes crazy. Besides a typical ingredient or attribute, Budweiser is capitalizing on a potential emotion, which is extremely powerful.
Celebrating good times is the essence of Budweiser and this execution marries that sentiment. The amount of emotional and relevant content which fans with capture and share with friends will help to reestablish Budweiser as a fan favorite with hockey supporters.
After watching the commercial, you know you will want one.
Heineken is building of their successful 1st journey story were a gentlemen traveled from Shangdu in Inner Monguolia to Bangkok, Thailand and his only form of payment was a Heineken bottle. Along the way consumers were able to view weekly youtube video along with checking Heineken’s facebook page to check in along the way. To search more on this campaign, type Heineken Passport into Google.
Now instead of traveling a country, Heineken has challenged 2 guys to try to meet someone from every country (193) in just 14 days, in one particular city, Amsterdam, the home of Heineken. To learn more about the 2 selected guys and keep track of all the countries met, consumers are encouraged to visit their facebook page.
I agree with my friend and trusted content strategist, Brian Gainor, that Heineken has found a clever way to get consumers to associate their organization as a global brand. I must applaud brands that search for ways to bring fans together besides leveraging their traditional sponsorships (movies, sports & entertainment). This type of activation cuts through the clutter.
With almost 80% of the beer volume being sold in the off premise segment (grocery & convenience stores), brands are focusing on innovate ways to grab the attention of consumers at retail. The following campaign from Red Strip surely breaks tradition of wrapping the coolers with custom signage and putting a stickers on the door window.
In keeping with the brand’s music identity, Red Strip transformed the selection of its beer into a well orchestrated surprised symphony. Unsuspected patrons saw items inside their local corner store turned into musical instruments. Hidden cameras were used to capture the emotions and reactions. Talk about forming memorable experiences for consumers, look no further than the video below.
Also, here is a video about the behind the scenes making of this execution.
In recent years Corona has been searching for ways to expand the brands appeal and drinking occasions. At one point the brand was tied in 100% to sandy beach imagery. In recent years the brand took the relaxation and escaping mindset and portrayed that sense of feeling in the inside of an airplane, on the rooftop of a hotel and also the basin of a ski mountain. The brand never lost its identity, it just shifted the acceptable physical states to enjoy a Corona in order to boost sales.
With the help of Jon Gruden, former NFL coach and now broadcaster, the brand is turning NFL stadiums and cities in “beach” destinations. Lucky fans across the country have the opportunity to win trips to their favorite NFL destinations. Their partnership has come along way. At 1st it was about building awareness for the brand. Their execution consisted of a brand logo above his image on the Monday Night Football bus.
This year, Corona is putting Jon front and center in their commercials and using his caricature image for some internet ads. The brand is trying to break through the noise and assimilate into being an acceptable brand to drink while watching the game or tailgating. It faces stiff competition from premium light brands such as Miller Lite, Coors Light and Bud Light which has sponsorships with the teams and NFL.
Go find your beach and look for these ads/videos. To track this promotion on twitter use the hashtag #CoronaFootball and for facebook, click this link.
Posted in Activation, Advertising, Beer, Branding, Imports, Marketing, Promotions, Sponsorships, Sports
Tagged Corona, Football, Jon Gruden, NFL