Entertainment > Audiovisual Branded Content
CLUB DE CUERVOS
AB INBEV, Mexico City / CORONA / 2019
Awards:
Overview
Credits
Overview
Why is this work relevant for Entertainment?
Because we are the most popular beer brand in Mexico we partner with of the most important Netflix series in Mexico.
Because we are the most important soccer sponsorship in the country. And we sponsor more soccer clubs than any other brand in Mexico.
Background
Club de Cuervos, one of the most popular series on Netflix around Mexico, tells the story of a fictional first division soccer team. Corona is a brand that has always been present in Mexican soccer culture, sponsoring most of the teams in Mexican league.
The brief was very simple, create a campaign that generates buzz and makes the people talk about the serie, but most important... about us.
At the beginning of our campaign we wanted to generate a lot of shares and conversation about our Club de Cuervos limited edition can and sell as much Coronas as we could.
Describe the creative idea
Corona was already a sponsor of the series and the team, but not only on television... also in real life. Corona sponsored the team from Club de Cuervo as if it were a real one, aiming to position the brand. T-shirts, caps and jerseys were sold all over the county, and to celebrate the Club de Cuervos championship, news was made in digital and press, culminating with the launch of the Corona and Club de Cuervos limited edition can.
Describe the strategy
Our audience are all the beers lovers in Mexico that enjoy Corona.
They love the brand and all the content that we generate for them.
Once the last season of Club de Cuervos was online you could buy our limited edition can, jersey and other merchandising on Amazon, enjoying them at the moment.
Describe the execution
From the first season of Club de Cuervos serie, we were sponsors of the Club de Cuervos team, but when they were champions we made our sponsorship as if it were a real team.
We launched a press campaign congratulating them, we covered all the results of the team in social networks and finally we put on sale the Club de Cuervos limited edition can.
Scale:
+10 million impressions.
More than 700 thousands consumers post about our campaign.
We were the most sold beer in Amazon.
Describe the outcome
+10 million impressions.
More than 700 thousands consumers post about our campaign.
We were the most sold beer in Amazon.
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