Corona Extra is typically marketed as a beach beer, so while there’s still snow on the ground, the brand has launched its first-ever experiential marketing campaign to help keep it top of mind during the long winter months.
Teams of Corona “lime handlers” are distributing bags of the green citrus fruit at consumer shows, sporting events, concerts, high-traffic street locations, as well as liquor and beer retailers in Ontario, Alberta and B.C.
Modelo Molson Imports, which distributes the beer in Canada, plans to give away one million limes by the end of the campaign on April 3. Each bag of limes has a unique PIN code that can be entered at the campaign website for a chance to win one of 10 vacation getaways. The site features a lime giveaway counter that functions as a countdown clock for the contest.
The site also asks visitors to post a photo of their funniest “lime face,” which can be shared and liked on Facebook.
Lindsay Wilson, marketing manager for Corona Canada, said the company considered a more traditional media buy for the program, “but [experiential] is an equivalent investment and we wanted to try something new.” The company also wanted to take the opportunity to “talk to consumers on the street,” said Wilson. Though the campaign is only running in three provinces, Wilson said there is room to expand the program if need be.
Toronto firm The Marketing Channel developed the creative, while Match Marketing handled the experiential portion of the campaign.
