Constellation's Corona beer brand is activating around the football season with an "online sweepstakes to win a pop-up tailgate party housed in a blue shipping container filled with $4,000 worth of items," according to Ian Zelaya of AD WEEK. Through Jan. 30, the mobile tour is "arriving directly at the homes" of 18 winners in Chicago and Columbus, Ohio. A Corona activation team "wearing masks and gloves delivers the shipping container on a branded pickup truck." The container is "filled with Corona-branded swag and items ideal for game day celebrations, including an LED smart TV, a Bluetooth entertainment system, a helmet chair, a Weber grill, a steel cooler and a cornhole setup." Corona VP/Brand Marketing Ann Legan said the brand is "encouraging social sharing and engagement” (ADWEEK.com, 11/11). While the regional activation dovetails with Big Ten football season being in full swing, Corona marketing contains no direct mention of that. The brand's football sponsorships include deals with the NFL's Falcons, Jets and Rams, per SportsAtlas (THE DAILY).
