Stay relevant
Design is a curious profession with naturally curious practitioners. I think it has something to do with the elusive leprechuan called “inspiration,” or maybe just the pressing need to be relevant, or maybe a simple desire to posses a large experiential palette from which to draw creativity but..
Advertising is an area every designer should study. Especially clever advertising which rolls all three of the above purposes of curiosity into a single swallow.
Plenty of Beers Want Your Love and Undivided Attention
Corona just wants a little “like.”
This should appeal to even the slightest kernel of vanity: towering over New York’s iconic Time Square, your face. Usually an expensive/difficult/need to be a model kind of endeavor, the reward of visual domination has been made a little more accessible by the U.S.’s numero uno import beer brand: Corona.
Corona really just wants you to like 'em
The popular Mexican beer jumped on the social media band wagon being hauled by Facebook by creating an app for the blue behemoth to make Corona Light The Most Liked Beer in America.
Bottom Up
The campaign is simple:
“Like” the Corona Light Facebook page, gain access to the Time Square app.
Upload your photo and you’re in the lotto to be run on the company’s billboard from November 8 to December 6.
The Unmistakable Color
Corona’s billboard will become one of the most visually accessible advertisements in the world. Ideally, that aforementioned vanity will cause each featured Facebook user to spread their brief advert debut to all their friends, along with the associated Corona ad.
And I have a feeling the people who end up on this rotating billboard will be much akin to your buddy who went to Europe once, for a week and won’t shut up about what an “experience” it was. Every time they get drunk, they’ll tell the same story for a year or two. Or five.
That’s a raving fan.
Most importantly though, every “like” will grant Corona access to a Facebook user’s news feed making for beaucoup free advertising.
That’s a raving robot.
Vacation in a Bottle
Considering Corona’s intelligent shift to a younger audience, the brand is playing a smart card here and will probably edge out an incredibly strong market share among light beers.
Besides keeping up to date on ad trends, a designer should take the strongest lesson advertising can give away: differentiation. You’ve got to be more than just clever and clear in communicating a message. Your message has to be different; a tailored signal to your audience amongst an ocean of media noise.
Carve out a slyce and plug it in there. It really does complement the flavor. Almost mandatory if you ask me.
P.S. I have to give most of the credit on this post to our own social media gal, Victoria. As always, much thanks.
