It’s known for its beach-themed TV spots but Corona’s latest sponsorship gives the brand an entrée into skiing. The Modelo Brands brew recently signed a three-year sponsorship with Warren Miller Entertainment aligning Corona with WME’s annual screenings of extreme skiing documentaries. This year’s 19-date 11-city tour around the movie “Off the Grid ” kicked off in late October and wraps Dec. 7 in Long Beach CA.
To ensure the deal delivers immediate sales impact with key accounts Corona is extending activation beyond the clubs and theaters where the movies are shown. Following each screening Corona invites attendees to a nearby bar for an After the Grid apres-ski event. In some cases the bars are a short walk from the theater; in others the brand provides shuttles. “At resorts apres ski is usually held at the favorite watering hole at the bottom of the mountain ” Scott Barcenilla Corona national retail promotions manager told Buzz. “We wanted to give [attendees] that same atmosphere…. It’s important to be able to take them out of the theater where they’re all revved up and continue that experience at one of our accounts.”
Barcenilla said accounts to which Corona has offered the event have all signed on “within about five minutes.” The company expects sales spikes of 25 to 50 percent for the night of the promotion.
Corona decks out the venue with ski-themed environments including a mini pro shop staffed with reps from Rossignol (also a WME sponsor) and a ski chalet where guests can sit in a chair lift and play a skiing video game courtesy of Xbox (another sponsor). There’s also a green-screen video activity where consumers can insert themselves into footage from a WME film—participants can download the 30-second clip from the web following the event. Agency: Euro RSCG 4D Impact Chicago.
Photo Credit: unsplash.com/@yirage