Beer brand Corona leveraged spiking basketball interest around NCAA March Madness and the closing stages of the NBA regular season through a multi-strand hoops-themed US activation fronted by WNBA legend Sue Bird alongside Vince Carter, Christian Laettner and Devin Booker.
The Mexican-produced, ABInBev-owned beer brand is giving away a #CoronaFineLifeFridge in a contest running from 25 to 28 March aimed at ‘helping basketball fans stay cool when the competition heats up on the court’.
The fridge has several bespoke features including a turntable to showcase the owner’s most coveted pair of trainers, as well as LED lights and Sue’s signature highlighting her official stamp of approval.
The limited edition Corona Fine Life Fridge is a one-of-a-kind mini-refrigerator designed both to keep beer and sneakers ‘on ice’ and customers can enter to win one by replying to the Corona sweepstakes announcement on Twitter by tagging @CoronaExtraUSA and using the hashtags #CoronaFineLifeFridge and #Giveaway.
Does your fridge keep AND on ice? @S10Bird’s does! And now, yours can too.
Reply to this tweet using #CoronaFineLifeFridge and #Giveaway for a chance to win your own mini-fridge!
NoPurchNec. 50 US/DC, 21+. Ends 3/28. Void where prohibited. Rules: https://t.co/wEzYXP4UW4
— Corona USA (@coronaextrausa) March 22, 2022
.@S10Bird can now add genius inventor to her resume. Put your own kicks on ice by replying to our pinned tweet for the chance to win a one-of-a-kind Corona Sneaker Fridge. NoPurchNec. 50 US/DC, 21+. Ends 3/28. Void where prohibited. Rules: https://t.co/wEzYXP4UW4 https://t.co/DUYHOriPbL
— Corona USA (@coronaextrausa) March 26, 2022
Bird, an American-Israeli who is best known for playing point guard for the Seattle Storm (and also for her front office role for the NBA’s Denver Nuggets) is considered one of the best players in Women’s National Basketball Association (WNBA) history and is the only player to have won titles in three different decades. She was chosen to be the #CoronaFineLifeFridge Creative Director for her legendary status and for her taste in sneaker style and beer.
“Keeping your deadstock crisp isn’t easy, which is why I’m so excited to have a #CoronaFineLifeFridge to complement my closet,” commented Sue Bird. “I’ve loved working with Corona to help bring a bit of levity and a refreshingly optimistic perspective to the sport I adore, and bringing that same carefree spirit to sneaker culture has been a fun challenge.”
“At Corona, our perspective is rooted in chill, and what better way to bring our refreshing optimism to basketball than with a legend like Sue and a new way to keep it cool, literally?” said Ryan Anderson, director of brand marketing at Corona. “The #CoronaFineLifeFridge is our way of reminding fans to live the fine life both on and off the court.”
The collaboration builds on the brand’s recent hoops-led, beach bar set TV and digital creative which debuted earlier in Mid-March and run through run until 6 April, 2022 featuring Bird alongside fellow basketball legends Vince Carter, Christian Laettner and Devin Booker which seek to drive digital orders through www.OrderCorona.com.
The campaign’s hero spots are supported by a set of social content.
Wow that was hard. Ok, we can talk hoops again. pic.twitter.com/uBwUZ9StBl
— Corona USA (@coronaextrausa) March 24, 2022
Vince took a little break from watching hoops to show ‘em how it’s done. pic.twitter.com/yAN2nlnwBT
— Corona USA (@coronaextrausa) March 19, 2022
Plus, to give basketball fans a further taste of the good life at this late stage in the season, Corona will pick up the tab for 100 fans each day until 4 April through the ‘Corona Hoops 2022 Instant Win Game/Sweepstakes’: a game which sees instant winners receive a $30 credit in their digital wallet accounts.
Comment
Bird is not only an iconic basketball star, but also a well-known sneakerhead, so this endorser tie-up has added synergy.
Ever since the ‘Cleveland Browns Victory Fridge‘ we at Activative have loved a fridge-led sports activation.
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