Mexican brewer Corona ran a mobile advertising campaign that resulted in a 49 percent lift in purchase intent and a 13 percent increase in brand awareness, according to comScore.

The interactive campaign was created with Greystripe and ad agency Horizon Media to promote awareness for Corona?s ?Win a Beach Getaway,? and increase overall brand awareness and purchase intent. The ads ran May 17 through July 4 and were targeted at men ages 21-29.

?Immersion ads enable brands to stand out, capture the attention of their target audience across platforms and turn that attention into measurable results,? said Dane Holewinski, marketing director at Greystripe, San Francisco.

?User engagement with immersion ads is unparalleled compared to other types of mobile advertising, with 90 percent of users reporting that they enjoy the ad experience,? he said.  

Immersive ads
Corona used Greystripe?s immersion ad format to create a fun, interactive and shakable ad.

The ad had users shake their smartphone to develop a polaroid photo of their beach getaway.

They could also watch a video about the vacation offer.

Users spent an average of 21 seconds interacting with the ad. Eighteen percent of those who interacted with the ad entered the contest.

ComScore?s independent study of the results indicated that the campaign performed well across all metrics among the target male audience.

Results
The study showed a 430 percent lift in mobile ad awareness for Corona Extra and a 1,059 percent lift in mobile ad awareness for Corona Light after seeing the ad.

A six percent lift in Corona Extra brand awareness and 13 percent lift in Corona Light brand awareness also resulted in people viewing the ads.

?Whether a brand is driving for brand awareness, purchase intent or simply click-through-rate, Greystripe?s interactive immersion ads simply perform best,? Mr. Holewinski said. 

Dan Butcher contributed reporting to this story.

Final Take

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