Forget the Ball Drop. Corona Is Organizing a Lime Drop at 5:55 p.m. for Cinco de Mayo

Aaron Paul and Jon Gruden join the fun

As completely invented, marketing-driven rituals go, Corona Extra has a fun one on its hands with the #LimeDrop, a campaign the Mexican brewer is running across social media for Cinco de Mayo.

R/GA Chicago, Ketchum and Constellation Brands teamed up to create the campaign, which urges people everywhere to drop a lime into their Coronas at exactly 5:55 p.m. on 5/5. OK, so it's not the most fascinating brand activation ever, but Corona has gotten a few celebs involved, including Aaron Paul and Jon Gruden, who recorded the videos below.

The Corona Extra social team will working late into the night urging fans to share their lime-drop photo with @CoronaExtraUSA on Instagram or Twitter using #LimeDrop. The brand will then customize the photos, "Cinco-ifying" them with festive designs.

CREDITS

Client: Corona Extra – Constellation Brands Beer Division
Chief Marketing Officer: Jim Sabia
Vice President, Brand Marketing: John Alvarado
Senior Media Director: Joanne Coleman
Digital Marketing Director: Sally Boots
Senior Brand Manager: Alex Schultz
Senior Brand Manager: Carelys Hepburn
Brand Manager: Saul Trejo
Associate Brand Manager: Susie Robberson
Associate Brand Manager: Joe Richardson
Associate Brand Manager: Lee Gamlin

Agency: R/GA
Executive Creative Director: AJ Hassan
Creative Director: Jeff Canzona
Associate Creative Director: Lizz Pietrus
Copywriter: Mikinzie Stuart
Copywriter: Peter Toutant
Design Director: Jessica Bergstresser
Design Director: Monina Velarde
Designer: Adam Daniels
Social Strategist: Daniela Vieira
Community Manager: Sebastian Ibarra
Strategist: Tyler Moore
Analyst: Sunny Lee
Managing Director: Jeff Brecker
Account Director: Dan Baker
Account Supervisor: Neal Erickson
Executive Production Director: Charles Chung
Senior Producer: Cathy Hughes
Senior Content Producer: Julie Benevides
Associate Producer: Nicole Poull
Director, Business Affairs: Stephen Bernstein
Business Affairs Managers: Mairead Murray, Lynda Blaney-Smith