Corona Extra’s soundtrack of summer
Client: Corona Extra, Constellation Beer Brands Division
The goal was to deepen the connection between Corona, music, and the summer state of mind. A truly momentous summer with Corona requires an equally epic soundtrack — one that will score the season from moment to moment, weekend after weekend, song by song. Partnering with Spotify, we created THE soundtrack of Summer. Over a 3-month period, we asked drinkers to submit their favorite tracks to create the most epic, collective, shared playlists for every moment summer brings. So now—you’ll win summer by showing up with great beer and great tunes.
We identified several key themed moments that happen throughout the summer, and call on our fans for song ideas to keep our playlist going. Each week, we announced our new themed moment, and corresponding posts across Facebook, Instagram, and Twitter drove entry for that particular theme, keeping the content fresh, frequent, and engaging.
To encourage more song submission and tie Corona to more summer moments, throughout the weeks of summer, we created visual gifs of moments in need of music, and asking our audience to submit their perfect soundtrack for each.
Every month, we featured up-and-coming artists rallying our audience to submit their songs to the Corona Summer Vibes Soundtrack via FB Live, as well as shared those tunes and the stories behind them in Tiny Desk style performance.
