Beachy Keen: Corona Heads Back to the Beach in US, Europe

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As beach season fast approaches, Corona has launched the “Corona Beach Getaway” sweepstakes, the Mexican beer brand’s largest US promotion to date — outstripping its previous “biggest promotion” ever, last year’s promotion that brought a pop-up beach (above) to New York’s Times Square.

Customers 21 and older, have a chance to win one of 100 trips to Mexico by finding custom-wrapped Corona bottles or cans in stores now through July 31. 

More than 11,000 bottles and 1,000 12-pack cans include special codes redeemable to enter a random drawing for more than 1,700 prizes including Corona-branded patio umbrellas, rolling coolers and beach cabana tents at CoronaBeachGetaway.com

Fans at local bars can submit a photo of their “Corona Getaway Moment” at CoronaTriptoMexico.com for a chance at winning a beach vacation for two. Ten finalists will also have their photo submissions posted on the Corona Light Facebook page, where fans can access the Beach Getaway promotion via a special tab for details.[more]

“We’re excited about the biggest retail promotion in Corona’s history because it allows us to reach more consumers than ever before,” said Jim Sabia, CMO Crown Imports, Corona’s exclusive U.S. importer in a press release.

“Last year, we pushed the boundaries with the Corona brand, and the Corona Beach Getaway promotion achieved exceptional in-market results in 2010,” Sabia says. “This campaign is just one example of how Corona’s creative strategy shift is helping to introduce new Corona occasions for our target audience.”

A TV spot highlighting the promotion will run through July 4 during NBA Playoffs and Finals, late night shows (including The Tonight Show with Jay Leno and Saturday Night Live on NBC, and The Daily Show with Jon Stewart and The Colbert Report on Comedy Central) and on cable sports/entertainment networks (including Spike and ESPN).

California residents can participate by submitting reasons they should be chosen to offer tips as the “Corona Relaxation Expert” to CoronaRelaxationExpert.com.  

 “Corona holds a special place with our customers and we continue to provide them with extensive opportunities to relax responsibly and enjoy our products,” said Sabia.

Corona Europe, meanwhile, is expanding its annual beach-related marketing, which includes an ongoing corporate social campaign, Corona Save the Beach, that this year ties in its sponsorship of the ATP tennis tournament, below.

In a co-branded partnership with MTV in Europe, Corona is running a contest called “Experience The Extraordinary – The Challenge.”

“The Challenge” itself can be entered through a Facebook application in which users can describe and share their dream experience and Corona and MTV will make it happen, as also promoted in a video on YouTube.

Ten runners-up (all contestants must be 18 or older) who also share the “extraordinary” experience they’d like to have will win trips to Ibiza, Spain. Users must enter their emails, “like” the Corona Extra Facebook page and then get their friends to vote for them.

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