MUSE Silver

United States

2021

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

Entrant Company

Groove Jones

Category

Experiential & Immersive

Client's Name

Constellation Brands, Inc.

Sub-Category

Sponsorship Experience

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

Credits

Constellation Brands, Inc.
Ryan McMullen
Constellation Brands, Inc.
Luis Moreno
Constellation Brands, Inc.
Stephanie McGuane
Zeno Group PR
John Manzo
Groove Jones
Dan Ferguson
Groove Jones
Dale Carman
Dank & Co
Jake Danklefs
MDL Product Solutions
Greg Weiss
Condon Randis
John Condon
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Sub Category

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Entrant Company

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Sub Category

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