Corona USA & Peso Pluma
Corona USA wanted to showcase their sponsorship of Peso Pluma’s Éxodo tour by bringing fans of La Doble P an unforgettable experience before, during and after his shows.
The Challenge
Bringing the beach to the barrio, figuratively and literally.
Corona’s core brand proposition is built around the idea of relaxation and flow, embodied by the line ‘La Vida Mas Fina.’ But sun, sand and sea can feel a little distant from the edgier urban universe of Peso Pluma.To unite those two contrasting worlds, we had to find an idea which felt authentic to both brands, whilst delivering a seamless experience for fans at the shows and at home.
The answer was in the palm of our hands…
The Project
Step through the Corona portal into the world’s most relaxed recording studio.
Using AR, we created an exact replica of Peso Pluma’s recording studio and dropped it into a tropical paradise filled with interactive features and exclusive content. Accessed via a QR code on a dedicated webpage, the experience began with the appearance of a magical portal in the shape of a Corona bottle. Just seconds later, users found themselves treading on golden sand as Peso Pluma himself personally welcomed them to the island. As they set about exploring the location, they then discovered an array of interactive objects: from a poster and boombox that revealed the tour schedule and a dedicated Spotify playlist through to a special ‘thank you’ message hidden inside a Corona cooler. But the biggest surprise was inside the golden Corona cave… There, fans who weren’t able to attend a show in person could enjoy an additional AR experience in which a virtual Peso Pluma appeared on their screen surrounded by famous lyrics from his songs, swirling sand, fresh-cut limes and of course, an ice-cold Corona. Salud!
The Result
Nailing the ‘Corona Moment’
During Peso Pluma’s four-month U.S. tour, users stepped into our beachfront recording studio. But success wasn’t just about the numbers. It was about what they found when they got there. Inspired by the ‘La Vida Mas Fina’ concept, the AR studio gave Peso Pluma a natural platform to express how important beach life and relaxation were to his creative process, giving fans a new insight into his work and naturally making the link back to the Corona brand. And for the thousands who packed into arenas across the country, it provided an unforgettable moment where they could see him live… whilst holding him in the palm of their hand.