Corona kicked off a three-year partnership with Live Nation as the exclusive beer sponsor of several of the country’s leading EDM music festivals with activations of its Electric Beach program, a five-year-old proprietary platform. Corona brought Electric Beach to life this year at Hard Summer at Auto Club Speedway in Fontana, CA, on July 30, followed by Nocturnal Wonderland in San Bernardino, CA, Sept. 2-4, where it offered electronic dance music fans an environment to lounge in, party in and experience intimate performances.
At Nocturnal Wonderland, Corona created a Las Vegas pool party scene, with a pool, Corona bottle-inspired décor, sand, turf grass, palm trees, cabanas, misters and dj sets from artists such as Astronomar, Autograf, Giraffage, Grandtheft, Illenium, Keys N Krates, Sluggers and Wuki, some of whom have performed at Corona’s on-premise events. On top of the creature comforts inside the footprint, Electric Beach offered a few cool interactive experiences, including an underwater photo activation tied to Instagram and a black light body paint station with logo assets and stenciled artwork for a “Nocturnal” glow that lasted into the night.
Since 2011, Corona has activated about 40 Electric Beach events each year across eight cities (Atlanta, Chicago, Dallas, Denver, Los Angeles, Las Vegas, Miami and New York City) featuring mainly local talent and, of course, cold Coronas. Venues have ranged from rooftop bars with pools to beach resorts. On the Electric Beach Instagram account, followers receive updates on event dates and posters with information on how to RSVP. Corona also partners with ticket providers like Eventbrite to promote the events and djs.
“Our target with Electric Beach is mainly multicultural millennials who are passionate about EDM,” says Lee Gamlin, associate brand manager for Corona at Constellation Brands. “In the cities that we’re in, we like to support local artists like up-and-coming djs and introduce them through our platform, and support them as they grow in influence and popularity.” Agency: Cogent, New York City.