June 3, 2013
Corona is focusing on photo-sharing through mobile Web and MMS this summer with a campaign that gives fans a chance to be featured in the beer brand’s upcoming marketing initiatives.
Corona has created a microsite at http://coronasummer.com/home this year. In addition to mobile photo sharing, Corona is also rolling out on-product codes that consumers can enter via their handsets for a chance to win weekly prizes.
"Crown Imports has always been a leader in experiential marketing and they put their customer's needs at the center of their tactical planning," said Tim Miller, CEO of Sumotext, Little Rock, AR.
"There aren't many brands that incorporate age gates, geo-fences, multimedia, viral forwarding and language preferences into their SMS campaigns," he said.
Via the microsite, consumers are encouraged to upload photos for a chance to be featured in a Corona ad.
The sweepstakes also encourages consumers to fill out a short entry form with their email, name and state to be entered into the campaign.
Corona will then contact consumers via email if their picture is chosen to be featured on the site or in one of the brand’s ads.
MMS is also being leveraged this summer to accumulate photo entries.
Consumers can submit a photo via MMS that shows how they celebrate summer to the short code 24455.
A bounce-back message then prompts users to reply with their birth date and their state’s two-digit postal abbreviation to be entered into the sweepstakes.
After a photo is submitted, a follow-up message encourages consumers to opt-in to Corona’s SMS program.
"Mobile and photos go about as well as beer and a lime,” said Jeff Hasen, Seattle-based mobile marketing consultant.
“Corona's target audience not only enjoys a good time, but they enjoy sharing those moments,” he said.
“Corona's long-running Find Your Beach campaign really is about personalization – that moment could happen in many places. Surely, mobile phones go along to those beaches. So the company is sure to get a variety of photos and locales.”
Mr. Hasen is not is not affiliated with Corona. He commented based on his expertise on the subject.
Corona did not respond to press inquiries.
In addition to mobile photo sharing and MMS, the microsite itself serves as a hub to keep consumers coming back all summer.
For example, consumers are encouraged to type in codes that are found on packs of Corona for a chance at winning weekly prizes such as digital music players and cameras from the beer brand.
The site flips through submitted photos and also lets users shop Corona merchandise.
There is also a section that pulls together some of Corona’s sponsored events and special offers.
For example, users can learn about the ATP World Tour and Corona’s sponorship via the site.
Furthermore, there is a link to Corona’s summer social news Buzzfeed content via the site.
To promote the campaign, Corona is also running a mobile advertising campaign within the CBS News iPhone app. Full-page ads encourage consumers to share their summer photos by visiting the campaign’s microsite.
The campaign runs through Sept. 22.
In 2011, Corona was the launch sponsor of the Thrilliest’s iPad application with a sweepstakes that encouraged consumers to enter a sweepstakes to win a beach vacation (see story).
Additionally, the brand partnered with Mogreet and Grooveshark Partner earlier that year for an SMS campaign that assigned specific keywords to consumers that let them set up their own parties (see story).
“Everyone likes to win something, and unlike several years ago, consumers are conditioned to look for those calls-to-action,” Mr. Hasen said.
“In many ways, what was passive – looking at a product – has become interactive due to mobile and a brand's interest in engagement,” he said.
Lauren Johnson is associate reporter on Mobile Marketer, New York