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The Beer Badge campaign by Corona, created in collaboration with the VML agency, is an innovative example of how brands use gamification and experiential marketing to engage their audience. In the competitive beer market, brands like Corona are blending creativity, cultural relevance, and interactive technology to connect with their consumers on a deeper level. The campaign leveraged Corona’s long-standing cultural connection to leisure and celebration while using digital badges to reward brand engagement.
CLIENT
Corona, owned by Grupo Modelo and a part of AB InBev, is one of the most globally recognised beer brands. Known for its iconic clear bottles and lime-accompanied serving style, Corona has long symbolised relaxation, escapism, and beach culture. It is a leader in the Mexican beer market and is exported to over 120 countries. Corona’s brand ethos revolves around embracing moments of joy and freedom, often linked to travel, nature, and shared experiences.
CHALLENGE
Corona noticed a drop in in-stadium beer sales during football matches. Research revealed a unique cultural insight: stadium crowds in Latin America, although vibrant, often led to concerns about safety. Many fans chose not to carry wallets or phones due to fears of theft, instead bringing only their team jerseys. This presented a significant barrier to sales.
VMLY&R COMMERCE Mexico identified an opportunity to leverage the one item fans always brought with them—their team jersey. Given the challenge of strict FIFA rules against branding on national jerseys, the agency needed to create a solution that could provide utility, remain within FIFA guidelines, and boost engagement with the brand during the 2022 FIFA World Cup.
CHANGE
The innovative solution was the “Beer Badge” campaign, which transformed football jerseys into digital wallets using NFC (Near-Field Communication) technology. Partnering with Adidas, Corona embedded NFC chips into the crests of limited-edition Mexico national team jerseys. These chips allowed fans to tap their jerseys on point-of-sale terminals at stadiums to unlock two free beers. Subsequent purchases and offers could also be redeemed by tapping the badge.
The campaign was activated at Corona Fan Fests during the World Cup, with jerseys being reloaded with new offers every time the Mexican team played. This gamified the experience, keeping fans engaged and driving repeat visits to the fan zones. Beyond solving the logistical challenges of in-stadium payments, this campaign also played on the emotional connection fans had with their team jerseys, turning them into practical and valuable tools.
The results were exceptional:
37,000 fans activated the Beer Badge feature.
87% fan retention was recorded for each game.
A 23% increase in beer sales was achieved during the campaign
CONCLUSION
VML’s Beer Badge campaign tapped into gamification, offering consumers a chance to earn digital badges by completing tasks related to Corona’s lifestyle themes, such as attending sponsored events, engaging with the brand online, or purchasing Corona products. These badges unlocked exclusive rewards, ranging from branded merchandise to unique experiences.
The campaign’s success was attributed to several factors:
Seamless Integration with Corona’s Identity: The campaign aligned perfectly with Corona’s image of fun, relaxation, and celebration, reinforcing brand loyalty.
Innovative Gamification Elements: By introducing challenges and rewards, it captured the attention of a digital-native audience who enjoy interactive campaigns.
Viral Reach: The interactive and shareable nature of the badges encouraged social media conversations, driving organic engagement.
Cross-Platform Marketing: The campaign was amplified across physical events, digital platforms, and retail outlets, creating a holistic brand experience.
The campaign saw significant increases in consumer engagement metrics, including social media impressions and participation rates, while enhancing Corona’s reputation for being an innovator in the beer industry.
The future of marketing will see a continued emphasis on interactive campaigns that merge technology and lifestyle, much like Corona’s Beer Badge—a prime example of how brands can connect with audiences in engaging, fun, and impactful ways.
See a summary of this unique and innovative campaign, here:
Nucleus Vision Digital and Design Legends
A full-service Marketing and Design Agency
hero@nucleusv.com
www.nucleusvision.digital
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