Homing in on an ownable platform for Corona around the tradition of adding a lime to every drink, we created a brand activation to inspire consumers to embrace Corona as the must-have Summer beer.
Throughout the Summer, 14 unique pop-up takeovers were brought to life via beachy, colorful tents and Corona branded bars.
Limes wrapped in fine paper marking the activation time and location were passed out around town in order to promote the activation driving traffic to the locations.
Consumers who brought their lime to the activation exchanged it for a free, ice-cold Corona. This exchange is in tandem with the fun brand space created content-friendly social sharing opportunities.