Campaign: Find a Cure
Company: Crown Imports (Corona Extra and Corona Light)
Nonprofit Partner: The V Foundation
Launch Date: March 5, 2012
In a new cause marketing campaign, Corona invited consumers to make charitable contributions via QR-emblazoned displays or pin-ups at participating bars, restaurants and stores or online via The V Foundation website or Corona Extra or Corona Light Facebook pages. The company also made a $75,000 donation to the foundation.
We luv (really luv) seeing sports and charity/community intersect… come on, sports-charity are two of our passion drivers… So this basketball-focused campaign was well-timed with the March college basketball tournament and it gave consumers multiple ways to engage both in stores and online. A scan of the campaign’s QR code took users to a standard donation webpage – often tricky to maneuver via a mobile phone’s tiny screen. Hopefully the multitude of other ways to donate to this well-integrated campaign compensated for any frustrated mobile users… we are digging to find the actual results BUT between the $75K donation and the limited awareness it seems like a well intentioned air ball… hopefully we are proven wrongly.
Help Find A Cure with Corona
It’s been a long day or even a long week and you know what would be really nice? A Corona, not just a Corona, but one with a lime in it. Then, just close your eyes and imagine you are on a beach and all you can hear is the waves crashing on the sand.
Sounds nice, doesn’t it?
Corona and The V Foundation are partnering together in the fight against cancer this basketball season with “Help Find A Cure.”
From March 12 to April 2, participating bars and restaurants will be selling these paper basketballs. 100 percent of the donations will go directly to fund cancer research throughout the country through The V Foundation.
You can donate in stores too! Just scan the QR code on the Corona display and make your donation.
Who knew after a tough day at work, you could still save a life with your Corona Light?