With Football Fans Stuck at Home, Corona Brings the Tailgate Party to Them

Beer brand delivers game day energy with a beach-themed celebration in a box

corona branded truck
The tailgates are delivered in a branded pickup truck. Corona
Headshot of Ian Zelaya

As Covid-19 cases hit record highs in the U.S., parking lot tailgates aren’t a safe option for football fans itching to celebrate game days this season. Corona beer, however, is recreating the experience for consumers at home by delivering their own personal tailgate party on wheels. 

The pale lager from Mexico has launched an online sweepstakes to win a pop-up tailgate party housed in a blue shipping container filled with $4,000 worth of items. Through Jan. 30, 2021, the mobile tour is arriving directly at the homes of 18 lucky football fans in Columbus, Ohio and Chicago.

“With football season underway, we want to amplify how consumers are watching and enjoying games,” said Ann Legan, vp of brand marketing at Corona Brands. “The Corona container is designed to surprise and delight by delivering tailgate essentials that allow fans to sit back and enjoy what is a uniquely Corona game day beach experience.”

A Corona activation team wearing masks and gloves delivers the shipping container on a branded pickup truck. Winners are then invited to press a button on the side of the container to unveil what’s inside, complemented by an over-the-top presentation that includes strobe lights and fog blasts. 

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. The display stays at each home for up to an hour for winners to enjoy, after which all of the items will be unloaded for fans to keep. 

The containers are filled with $4,000 worth of tailgate necessities for fans to keep.Corona

“We are focused on driving engagement at retail channels in key Midwest markets to generate entries and engagement with the Corona container experience,” Legan added. “Key metrics to measure success include the total number of sweepstakes entries, inclusive of impressions and clickthrough rates. We’re also encouraging social sharing and engagement.”

ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.