Corona Extra and MTV Launch 'Experience the Extraordinary' on Facebook
John Basmati — May 9, 2011 — Marketing
Corona Extra and MTV have launched a new Facebook Contest. The winner will be given the opportunity to make their dream come true by making their desired “extraordinary experience” a reality. That experience will be recorded and broadcasted on MTV.
The challenge is called 'Experience the Extraordinary.' Last year, a young British DJ, a Roman taxi driver and a Spanish amateur rock band knew the feeling of living an extraordinary experience. After the success achieved last year, the brand is transferring the same concept to the social media environment.
The countries involved in the contest are Germany, Ireland, Switzerland, Denmark and Austria. Citizens of these five nations can participate in the contest through an application integrated on Corona's Facebook page, where online users can explain the “extraordinary experience,” in 100 characters, that they would like have.
From all the proposed experiences, 10 will go to the final, and one will be chosen as the winner. There are two ways one can go to the final: being the most voted by the fans or being selected by the jury. In order to persuade Facebook users, the participants should add to their experiences as much written and visual information as possible to explain their proposals. On the other hand, they should use all the tools available to promote and make their wanted experience go viral.
The 10 finalist contestants will win a trip to Ibiza with accommodations included. The winner will have the opportunity to live a real "extraordinary experience" that will be filmed and broadcast by MTV.
The challenge is called 'Experience the Extraordinary.' Last year, a young British DJ, a Roman taxi driver and a Spanish amateur rock band knew the feeling of living an extraordinary experience. After the success achieved last year, the brand is transferring the same concept to the social media environment.
The countries involved in the contest are Germany, Ireland, Switzerland, Denmark and Austria. Citizens of these five nations can participate in the contest through an application integrated on Corona's Facebook page, where online users can explain the “extraordinary experience,” in 100 characters, that they would like have.
From all the proposed experiences, 10 will go to the final, and one will be chosen as the winner. There are two ways one can go to the final: being the most voted by the fans or being selected by the jury. In order to persuade Facebook users, the participants should add to their experiences as much written and visual information as possible to explain their proposals. On the other hand, they should use all the tools available to promote and make their wanted experience go viral.
The 10 finalist contestants will win a trip to Ibiza with accommodations included. The winner will have the opportunity to live a real "extraordinary experience" that will be filmed and broadcast by MTV.
Trend Themes
1. Social Media Contests - Opportunity to engage with consumers and generate buzz through interactive contests on social media platforms.
2. User-generated Content - Capitalizing on the trend of consumers sharing their experiences and generating authentic content for brands.
3. Experiential Marketing - Creating immersive and memorable brand experiences to connect with consumers on a deeper level.
Industry Implications
1. Alcohol Beverage - Innovative marketing strategies that leverage social media and user-generated content to engage with consumers and build brand loyalty.
2. Broadcasting & Entertainment - Opportunities to collaborate with brands in creating unique and extraordinary experiences for their audiences, while leveraging social media for promotion and engagement.
3. Travel & Tourism - Partnering with brands and leveraging social media to offer immersive and extraordinary travel experiences, capturing the attention of adventurous travelers.
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