evm_september-2023 - 69

SPONSORED CONTENT
CASE STUDIES OF EXCELLENCE
CONTACT INFO
AMANDA TURNBULL
AMANDA.TURNBULL@
LEGACYMARKETING.COM
312.404.1843
LEGACYMARKETING.COM
CAMPAIGN: CORONA " PROTECT OUR BEACHES "
CLIENT: CONSTELLATION BRANDS
AGENCY: LEGACY MARKETING
Adjacent to the Corona Crusher, the " Sand Bar " beckoned
consumers to engage in crafting their own custom sand art pieces.
This interactive space included highly recyclable materials like glass,
stainless steel, cork, and bamboo. Beyond fostering creativity, the
Sand Bar reinforced Corona's commitment to sustainability.
The presence of these engaging elements enhanced the campaign's
impact by extending engagement time. Notably, this extension
provided event staff with the chance to foster genuine connections
with consumers. By weaving education, creativity, and brand
messaging into the event, the campaign effectively transformed
an on-premise engagement into an immersive and impactful
experience.
Amplifying impact, local sustainability and lifestyle influencers were
seamlessly integrated, attending events and sharing compelling
content with their followers. This symbiotic partnership extended
the campaign's reach, disseminating the brand's environmental
dedication to millions, bolstered by the influencers' community
trust.
SUMMARY:
Elevating brand engagement and environmental awareness
to unprecedented heights, Legacy's groundbreaking campaign
captivated the next generation of 21+ Corona enthusiasts through a
shared reverence for the beach.
There's an inherent challenge in making environmental education
fun in recreational spaces. This campaign ingeniously confronted
this, spotlighting the staggering 28 million glass bottles discarded
into US landfills annually. By aligning this issue with the allure of
oceans and beaches, Legacy aimed to fortify brand affinity while
fostering environmental consciousness.
At its core, the campaign's pinnacle innovation,
the Corona Crusher, turned recycling into an
experiential spectacle in the on-premise.
Transforming empty beer bottles into
sand with unprecedented efficiency, the
Crusher harnessed technology in a novel
way, resonating with the brand's identity
and igniting consumers' eco-passions. A
resounding success, the Crusher evoked awe
among consumers and bar staff, spurring calls
for its nationwide adoption.
In addition to the innovative Corona Crusher,
the campaign introduced captivating elements
that further enriched the experience. Among
these was the inclusion of plantable seed
coasters, which proved immensely popular.
eventmarketer.com
FALL 2023 EVENT MARKETER 69
The outcomes were monumental. A dynamic social media and
content strategy expanded the campaign's footprint, generating
over 2.1 million digital impressions. The mesmerizing Crusher
experience spurred organic promotion, yielding remarkable wordof-mouth
advocacy. In a mere 32 weeks, the campaign spanned
370 events across 30 cities in 16 markets, supporting 270 accounts
and recycling a staggering 231,081 pounds of glass. Notably, these
efforts cut nearly 29 tons of carbon emissions, conserved 115.5
tons of precious natural resources, and amassed an astounding 2.7
million total impressions.
Legacy's campaign seamlessly merged consumer engagement,
environmental stewardship, and brand loyalty, delivering
remarkable outcomes that echo far beyond the campaign's
culmination.
https://www.LEGACYMARKETING.COM http://www.eventmarketer.com
evm_september-2023

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