Corona and Texas Longhorns “Horns Up Limes In” (HULI) Custom

The objective of this program was to elevate sponsorship activation and increase awareness of Corona Extra’s Texas Longhorns partnership during the 19-20 basketball season through a culturally relevant and tech-forward brand experience.
This innovation program was run in the Austin market from January-March 2020, supported through a variety of creative tactics and achieved breakthrough results.
Overview
• In-store promotion that allowed 12 consumers to win a pair of Corona x Texas Longhorn shoes designed by custom shoe designer, Jake Danklefs.
• Program-specific POS/promotional tools activated at key retail outlets like Walmart, HEB, and Fiesta
• Augmented Reality experience that allowed fans to explore the iconic Corona beach and enter sweeps
• Custom shoebox with interactive desktop basketball game integration.
• PR unboxing video campaign that engaged sneaker culture and sports influencers with an amazing “Unboxing” opportunity and a pair of the shoes
• In-arena gameday activation and partner media support
Big Results
Sales
o Corona Extra sales UP +14.1% from January-March in Austin
o Corona Premier sales UP +24.5% from January-March in Austin
PR
o 85,141,742 Total Impressions via Media and Social (US ONLY)
108MM global in total via Business Insider pick-up in UK and India
o 32 Media and Social Placements
Secured Business Insider, Complex, The Culture Creators, Yahoo Sports, Kicks on Fire, RESPECT, The Score, Flipboard, Baller Status, and others