VOY AL CORONA
A massive amplification
with $0 pesos
Over the three editions of Coronal Capital, it has earned its place among the most important music festivals in the world, presenting some of the most prominent international bands over the course of two days.
This festival is the most important event of the year for Corona Extra, welcoming an average of 116,000 guests per year as the official sponsor.
However, despite being the main sponsor, no one mentions the brand in digital. The event takes its name, but nobody talks about Corona® on social media, where users refer to it with an abbreviation, such as #CC13 or #CC15.
Our task was to incorporate Corona® in digital conversation among users, achieving at least 40,000 mentions on Twitter before the festival.
How to make Corona® a part of the public digital conversation?
The idea –
We believed that creating a creating a powerful call to action would allow the brand to permeate the digital conversation, a dynamic that would vindicate the name of Corona® and would provoke recognition to the official sponsor hence leaving behind the non-convenient #CC13.
Through #VOYALCORONA (I’m going to corona) we linked to the brand and its music platform, Corona Music, with the help of major music media as well as insiders, among them were radio personalities from the main alternative stations, thus becoming the main event hashtag above the other sponsors.
#VOYALCORONA became so relevant that it was even used by other brands in promotion.
How did we do it? –
In the simplest way, we invite users to answer the question: What people are going to Corona Capital? thus would lead to the conversation.
With this, we would reach the public digital conversation, organically expanding awareness of the Corona brand with the HT #VOYALCORONA.
We created #VOYALCORONA, a call to action that played with the double meaning of the brand name and the festival.
On the one hand, #VOYALCORONA is the target announcement that assisted Corona beer, or to share with friends in networks that you’re going to Corona Capital music festival: #VOYALCORONA dancing, #VOYALCORONA to see my favorite band.