CORONA EXTRA'S CINCO DE MAYO SOCIAL MEDIA CAMPAIGN
Client: Constellation Beer Brands Division, Corona Extra
Type: Social Media Design
Role: Art Director, Designer
Just as New Year’s Eve has the famed ball drop tradition in Times Square, we made Cinco De Mayo its own ritual with the Corona Extra #LimeDrop. Together with fans on social, we helped Corona Extra count down to the most Cinco time of year, 5:55pm on 5/5. Through branded social posts leading up to May 5th, we encouraged fans to share their unique lime drop photo with @CoronaExtraUSA on Instagram or Twitter using #LimeDrop. A number of influencers, including former NFL coach Jon Gruden, and former Breaking Bad star Aaron Paul "practiced" their lime drop skills on video, sharing and inspiring fans around the country to be creative with their own #LimeDrop.
So what happened on Cinco? The team set up a "Social Response Lab," spending the night 'Cinco-ifying' all of the UCG #Limedrop fan photos. Corona Extra became trending on Facebook. Because of the amount of #LimeDrop posts coming in, our team of designers had about six minutes each to spit out a custom-designed response. Each UCG design was unique; no two were alike. The new Cinco-designed post was then sent back to the #LimeDrop participant as a thank you for joining on the fun, engaging a one-on-one interaction with the brand.
Responsible for overseeing the creative team to create and concept brand posts and custom photography shot in-house. I was also responsible for creating the overall Cinco visual language including brand lock-ups, iconography, social brand posts, and social skins. Finally, I planned, coordinated, and managed the group of designers during the Social Response Lab, approving all posts that went live.
Between April 21 and May 9, content sought to drive participation in celebrating Cindo de Mayo and association of Corona Extra with the holiday. The Lime Drop campaign reached a total of 15.3MM Users and generated 2.4MM Engagements and 59.7MM Impressions on Facebook & Instagram.
Branded Social Posts
#LimeDrop Social Response LIVE Posts
Social Response Lab Behind-The-Scenes