Corona in the White Island

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Winners could take themselves and a group of friends to the Balearic island for three nights as part of the European campaign which sees Corona take over the famous party island for the whole of August.

In addition to the 25 main trip prizes, Corona also gave away an additional 4250 prizes including Corona hoodies, Corona t-shirts and Corona key ring bottle openers.

Everyone who entered the competition could access the Corona Island exclusive Hed Kandi playlist on Spotify, consisting of 40 tracks that evoked the atmosphere of the island's nightlife. All participants were also entered into a free prize draw for the chance to win a trip for two to Ibiza in September to experience the famous Ibiza closing parties, regarded by clubbing connoisseurs as the best time visit the island.

Campaign incorporates nationwide on-trade experiential activity

The integrated campaign designed and implemented by BD also featured nationwide on-trade experiential activity. Corona took over bars & late night venues in nine UK cities: Edinburgh, Belfast, Newcastle, Manchester, Leeds, Birmingham, Cardiff, London and Brighton, hosting Ibiza themed parties with a top DJ, and special Corona Island activity on the night.

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The nights ran in tandem with the competition, from May to July 2011, and in the run up to the events, point of sale activity in participating bars raised awareness and encouraged consumers to visit the outlet on event days.

Corona fans could enter the competition to win tickets to Ibiza by buying buckets of Corona in more than 5000 bars and clubs across the UK. They are then given a Unique Reference Number (URN) that could be entered online at the Corona Extra website, the Corona Extra page on Facebook, or by texting the URN to shortcode 82333.

Winners received instant notification about their prize.

Why is this on Cream? This is an excellent local example of Corona's global brand activity that celebrates the beach and party lifestyle. The cross-promotion with the Hed Kandi record label is a neat way of bringing an authenticity to the Ibiza themed promotion.