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Corona
The Challenge
Global Brand Website
In the summer of 2008, Corona needed a new site that would serve as both a gateway to regions around the world and as a launching pad for its new global positioning, Refreshing Meaningful Moments. Since Corona’s previous “beer for the beach” branding loomed large in the audience mind-set, it was critical to create a destination that would give momentum to the brand’s new positioning.
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Corona
The Solution
Global Brand Website
Beyond launching a platform that provided product details, brand-related news and event information in multiple languages, the new Corona.com delivered a central site experience that epitomized the core values of Corona’s new theme. Leveraging the combined forces of online photo sharing, digital music and social media, we created Photoslice, an innovative application that enabled people to refresh and share their own meaningful moments like never before. To create a Photoslice, users upload photos to the app from Flickr, Facebook, Photobucket or their desktop. They then select a song from the app’s own library of licensed music, and using an advanced software engine, the images get edited together to the beat of the chosen track. The final cut is a fully animated video that transforms the typical and traditional online slideshow into a one-of-a-kind audio-visual experience that can be shared in the site’s online gallery and socialized across the web.
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Corona
The Results
Global Brand Website
By turning Corona.com into a compelling creativity platform, we gave users a unique way to relive, celebrate and share their own meaningful moments. For the three-month period following the launch of the site, the results showed that the experience truly was a meaningful one for brand advocates: more than 188,500 users visited the site and 9,380 of them created a Photoslice. The site won a Gold New York ADDY for Interactive Media Websites, while the app received two IAC Awards: Best Beverage Interactive Application and Best of Show Interactive Application.
