Corona maps out island escape promotion

Corona Extra: launches Ibiza activity
Corona Extra: launches Ibiza activity

Corona Extra, the Mexican beer brand, is launching its biggest-ever integrated campaign, themed around the Balearic party island of Ibiza.

The 'Escape to Corona Island' campaign, designed and implemented by BD Network, will run across the on and off trade. It gives consumers the opportunity to win one of 25 sets of tickets to Ibiza in August.

Each winner will be able to take themselves and a group of friends to the Balearic island for three nights.

In addition to the 25 main prizes, the beer brand will also be giving away an additional 4,250 Corona-branded prizes including hoodies, t-shirts and key ring bottle openers.

Everyone who enters the competition will also be able to access the Corona Island exclusive Hed Kandi playlist on Spotify, consisting of 40 tracks. They will also be entered into a free prize draw for a chance to win a trip for two to Ibiza in September to experience the Ibiza closing parties.

Corona will take over bars and late night venues in nine UK cities – Edinburgh, Belfast, Newcastle, Manchester, Leeds, Birmingham, Cardiff, London and Brighton. Each will host an Ibiza-themed party with a top DJ and run Corona Island activity. 

The nights will run in tandem with the competition, from May to July 2011, and in the run up to the events, point of sale activity in participating bars will raise awareness and encourage consumers to visit the outlet on event days.

Consumers can enter the competition to win tickets to Ibiza by buying buckets of Corona in over 5,000 bars and clubs across the UK. They will then be given a unique reference number which can then be entered through Corona's Facebook page, through its website or by text.

Kevin Wallace, Molson Coors' UK brand director for Corona, said: "The fully integrated campaign will offer something new and exciting, and contains a strong digital element, which we know engages with our target consumer."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Duracell short film captures epic Transatlantic voyage
ASH runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music
Skype contrasts real stories with 'saccharine' style of Google and Apple
Top 100 UK advertisers: BSkyB increases lead as P&G, BT and Unilever reduce adspend
Viral Review: One Direction perfume 'prankvert' should have been a bigger hit
German beer brand Warsteiner tells drinkers to 'do it right'
SSE signs 10 year deal to sponsor Wembley Arena
Co-op bank posts losses of £1.3bn and expects no profits for two years