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Corona Light Aims to be “Most Liked” on
Brittany BachSarah Lonergan
Johanna MacLauchlan
Background Corona is the leading “light beer” in
the market, but sales were on the decline in 2010.
Many people associated the
Corona brand with beach trips
and relaxation.
Fierce Competition
Bud LightMiller LightHeineken
Coors Light
Campaign Urge Facebook users to
“like” the Corona Light page.
The fans could upload their pictures to be projected on the digital billboard in Times Square.
Corona would also upload the photos to Facebook so those pictures shown in NYC can be shared on Facebook.
Like us on Facebook!
“Most Liked” Times Square Facebook Campaign
Purpose The purpose of the Corona campaign was to
leverage its appeal to socially engaged young adults who are more focused on exciting activities and experiences than on "escaping" to a beach or other relaxing destinations
Break into the “digital market.”• Social MediaSay
goodbye
to the old
Corona
Light!
Say hello to the new Corona Light!
Objectives To claim the title of the
“Most liked light beer on Facebook.”
To make Corona Light the beer of choice for active men and women ages 21-29.
To “woo” young adults to become fans of the brand.
Evaluation: How Did They Do?
Corona Light’s Facebook likes grew 6,000%• Increased from 3,000 to about 300,000 likes
New ways to measure success of campaign:• Web & e-mail surveys• Piggyback (Omnibus) surveys• Mail in questionnaires.
The New Face of Corona Light
Corona Light’s commercial in April 2011:
