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Corona Light "Most Liked"

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Brittany Bach

Corona Light saw declining sales in 2010 and launched a campaign on Facebook to encourage users to like the Corona Light page. Photos uploaded by fans would be projected on a digital billboard in Times Square and also shared on Facebook. The goal was to break into the digital market and appeal to socially engaged young adults, while claiming the title of the most liked light beer and increasing fans, especially those aged 21-29. The campaign was a major success, growing Facebook likes by 6,000% and providing new ways to measure engagement.

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Brittany Bach Sarah Lonergan Johanna MacLauchlan
Corona is the leading light beer in the market, but sales were on the decline in 2010.
Bud Light Miller Light Heineken Coors Light
UrgeFacebook users to like the Corona Light page. The fans could upload their pictures to be projected on the digital billboard in Times Square. Corona would also upload the photos to Facebook so those pictures shown in NYC can be shared on Facebook.
Corona Light "Most Liked"
Corona Light "Most Liked"
The purpose of the Corona campaign was to leverage its appeal to socially engaged young adults who are more focused on exciting activities and experiences than on "escaping" to a beach or other relaxing destinations Break into the digital market. Social Media
To claim the title of the Most liked light beer on Facebook. Tomake Corona Light the beer of choice for active men and women ages 21- 29. To woo young adults to become fans of the brand.
Corona Lights Facebook likes grew 6,000% Increased from 3,000 to about 300,000 likes Newways to measure success of campaign: Web & e-mail surveys Piggyback (Omnibus) surveys Mail in questionnaires.
Corona Light "Most Liked"

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Corona Light "Most Liked"

  • 1. Brittany Bach Sarah Lonergan Johanna MacLauchlan
  • 2. Corona is the leading light beer in the market, but sales were on the decline in 2010.
  • 3. Bud Light Miller Light Heineken Coors Light
  • 4. UrgeFacebook users to like the Corona Light page. The fans could upload their pictures to be projected on the digital billboard in Times Square. Corona would also upload the photos to Facebook so those pictures shown in NYC can be shared on Facebook.
  • 7. The purpose of the Corona campaign was to leverage its appeal to socially engaged young adults who are more focused on exciting activities and experiences than on "escaping" to a beach or other relaxing destinations Break into the digital market. Social Media
  • 8. To claim the title of the Most liked light beer on Facebook. Tomake Corona Light the beer of choice for active men and women ages 21- 29. To woo young adults to become fans of the brand.
  • 9. Corona Lights Facebook likes grew 6,000% Increased from 3,000 to about 300,000 likes Newways to measure success of campaign: Web & e-mail surveys Piggyback (Omnibus) surveys Mail in questionnaires.