Opportunity - One of the world's top-selling beer companies, Corona tasked Atmosphere BBDO in 2008 with keeping the brand at the forefront of major online digital trends. Accepting the challenge to take the iconic beer down innovative new avenues, we recommended changing the recognized brand focus of the usual "beer for the beach" to a more personal experience online that would bring to life a new positioning, “Refreshing Meaningful Moments.”
Our first target in this mission was driven by business requirements as much as it was fueled by branding needs. Following the crafting of a global digital strategy that would become the basis for all future initiatives, we relaunched Corona.com as an engaging promotional and CRM-tool for Corona marketing teams and regions around the world, from North America to Latin America, from Europe to Asia-Pacific.
Part Two of the effort focused on the creation of a progressive user experience designed to turn beer lovers into brand evangelists through a central hero experience. The result was an application that leveraged the combined forces of online photo sharing, digital music and social media called Photoslice, which enabled Corona’s global audience to refresh and share their own meaningful moments in a truly compelling way.