Corona Extra and summer walk hand in hand. Just like Corona’s target audience and emojis.

So, last summer, Corona surprised people who tweeted any of this summer-related emojis with personalized animations based on the unique combination of emojis used in their tweets.

#RaiseSummer was a creative and innovative way to directly target and connect with Corona’s audience during a moment they were celebrating summer, using a key component of their messaging language that felt genuine to Corona’s brand DNA: summer-themed emojis.

The #RaiseSummer campaign surprised everyone in our target who tweeted any summer themed emojis with unique, customized GIF animations using the same emojis in their tweets. A total of 63 original GIF animations were created for our drinkers to engage with and discover. We launched the campaign in June with a $50,000 media spend, and ran it for a month–exceeding expectations and benchmark standards. In the end, Corona Extra and Twitter took summer to the next level.

#RaiseSummer was the first emoji targeting campaign for the alcohol and spirits category.

We had 4MM video impressions, 1.04MM video views and saw a $0.05 cost-per-video view, which is 38% more efficient than benchmark standards.