Games save Corona from suffering hard times during the coronavirus period
Content is the king! This is true, but not always! Nowadays, output the right content in an interesting way is the boss! Corona Beer smartly uses GAMES to get itself out of a dilemma caused by coronavirus.
In a survey conducted by YouGov, the firm found consumers’ intent to purchase Corona fell to its lowest level in two years because of COVID-19. The survey also showed that Corona’s buzz score, a metric that measures favorability, has dropped significantly since the beginning of the year.
BUT! The spread of the coronavirus news couldn’t have come at a worse time for Corona beer.
See Your Year In Plastic — “Plastic Reality”
“As a brand born at the beach and deeply connected with nature, Corona has a responsibility to do all it can to be an ally to our environment and our oceans.”
Corona beer pledges to clean 100 beaches over the next four years, but this is not enough with their own efforts alone.
Corona has launched the “Plastic Reality” project through a combination of an interactive game display and AR technology. Users will be able to estimate their annual plastic footprint by answering some basic questions around their consumption habits. This footprint is visualized through AR plastic debris washed ashore in their world. A portal is then opened to take users to a polluted beach to show the damage and prompt them to take action.
Corona team built a complex WebAR experience with multiple layers and 360º video. First, the trash piles up in the user’s home environment. Then, a portal transports them to a beach. We put a lot of thought into the design and movement of the 3D plastic objects: How should they fall into a heap? How should they blow in the wind? How do they move on a hardwood floor vs. on a sandy beach?
Corona used shock value to show people their year in plastic, and it worked. Corona: Plastic Reality went live just in time for World Oceans Week, and clickthrough engagement rates to take action were extremely high. Telling people that plastic pollution is a problem is one thing, but actually showing them a physical representation of how much plastic they use and throw away had a much bigger impact.
“Drinking” and “Game” — Corona Board-Game
Especially as far as 20-somethings go, the words “drinking” and “game” go very well together. It is perhaps surprising then that this Corona Board Game concept has not been used previously as an added attraction for alcohol packaging.
Designed by John-John Skoog, this pale ale pastime contributes no extra bulk to the existing components of the six-pack wrappings. Once you remove each bottle of Corona Extra, the box can be folded out to reveal an illustrated path with distinguishable start, finish and challenge squares along the way. In the Six-Pack Board Game, bottle caps become the game pieces and a clever smartphone app provides dice and task cards once you’ve scanned the carton’s QR code.
Why is it cool?
Many consumers were excited about this game just like me! Cards once you’ve scanned the carton’s QR code. This concept falls under the second phase: the living room society. The concept goes back to cosiness. It’s an experience with friends. Cool because the concept is so strong, after all: beer comes always with cosiness.
Future?
If we are in a bar or bistro we are always looking for board games. This is because more and more cafes have them and more and more people are looking for them. People are going back to their roots. This includes they become less material and more social. Family and friends are important like never before. So this product has a lot of future growth potential because it brings people together.
After all: who wants to drink a beer all by himself?
Wine and games have a strong connection, especially for gen-z consumers, which can quickly attract their attention. I believe this is a very promising marketing trend!
