CORONA + SPORTS
The Corona
Beach Bar
We created the ultimate sports destination: a remote beach bar where athletes and fans can come together to enjoy the game.
The work premiered during March Madness, and despite not being official sponsors we still planted Corona firmly into the sports conversation.
(147.8MM campaign impressions. IG Content Response Rate 212% above benchmarks. March Madness + Corona mentions 214% higher than competitors.)
Our approach: centering the work around conversations we hoped to spark on social. To stir the pot during March Madness, four athletes from four ‘blue’ schools debated which ‘shade of blue’ is the most perfect.
Through a whole lot of planning (and a little luck), we got current and former NCAA athletes and their colleges to take sides in the debate.
“Sue Bird loved getting the 'final word' while trash-talking college basketball and NBA legends in a new commercial.”
– INSIDER
Building the Corona Beach Bar world
Our number one rule in developing the brand world for the bar was ‘treat it like the bar actually exists.’ That meant building out all its details with some rich history. Creating promotional materials like a real bar would. Getting versions of it into stadiums and retail locations for photo ops. And having athletes post behind the scenes content from the bar.
To pull off the feeling that we were watching the games right along with our audience, we had to lean into the unpredictable nature of sports, shooting alt versions of our content for dynamic digital and reactive social moments.
