MixTapeSESSIONS

By Corona Light

OBJECTIVESThe Audience we want to influence: The Self-Upgrader● Males and females 25-44.● They consider themselves unique, creative and optimistic. They are ambitious and

driven.● They are on top of trends and twice as likely to enjoy “trying new things no one else

has”.Social Behaviors:● They over index on heavily visual platforms; including Pintrest, Instagram and

Facebook.● They use Social Media to seek direction and to curate an online image of

themselves. GOAL: We want these “Self-upgraders” to see Corona Light as a brand that is relative to them and their lives and become more loyal drinkers.

INSIGHTS

These “Self-upgraders” take themselves seriously and really want to be seen as “cool”.

To get them to accept Corona Light as a cool beer we need to link Corona Light with very

cool authentic experiences.

STRATEGY :

MixTape by Corona Light

Make Corona Light a resource for fantastic NEW music

They don’t have much following on any particular social media channel. But we did find that people tend to really love the songs in their commercials. So Corona Light declares to put out amazing up and coming music. It pairs up with BIRP (Balocks Indie Rock Playlist) to produce a series of artistic and cool music video commercials. Each with video collaboration with the tone and vibe of the band and Corona Light as its partner.

3 Phases:

PHASE 1: BUILD CREDIBILITY AND ASSOCIATE WITH COOL

PHASE 2: PARTICIPATION

PHASE 3: LIVE EXPERIENCE

STRATEGY : MixTape by Corona LightPHASE 1: Build credibility in the community by Partnering with BIRP to feature new bands from all over the world. Create Short music vids for the featured bands and share that content on Facebook, YouTube and Soundcloud.

Who Is BIRP?

SOUNDCLOUD the Corona MixTape

http://www.youtube.com/watch?v=XWIvfE01J0k

PHASE 2:

Users who are active on any of our platforms, have a chance to win an invite to our #MixTapeSessions by using this hashtag.

Those selected are encouraged to challenge their friends to see who will be their #CoronaLightPlusOne by using this hashtag.

suggestion:

engage people by inviting them to participate in “build the lineup”. people vote over time for the bands they would want to play in a festival at the end of the year which corona light sponsors.

PHASE 3: Host #MixTapeSessions in discrete locations with only a select group attending a very private small live concert, that will be broadcasted live on Periscope and Meerkat.

On Special Editions with famous artists, users will be encouraged to vote and choose what band do they want to be the openers.

CAN’T STOP, WON’T STOP.

This campaign has sustainability and can be an ongoing campaign.

Thank you!

MixTape by Corona Light