This document outlines a marketing strategy called "MixTape" for Corona Light beer. The strategy aims to associate Corona Light with cool, new music to appeal to "Self-Upgraders" ages 25-44 who seek new trends. It involves three phases: 1) Build credibility by featuring new bands on social media and playlists. 2) Encourage participation using hashtags. 3) Host exclusive live music sessions that are streamed online. The goal is to position Corona Light as a brand relevant to these consumers and increase loyalty.

1. MixTape
SESSIONS
By Corona Light

2. OBJECTIVES
The Audience we want to influence: The Self-Upgrader
● Males and females 25-44.
● They consider themselves unique, creative and optimistic. They are ambitious and
driven.
● They are on top of trends and twice as likely to enjoy “trying new things no one else
has”.
Social Behaviors:
● They over index on heavily visual platforms; including Pintrest, Instagram and
Facebook.
● They use Social Media to seek direction and to curate an online image of
themselves.
GOAL:
We want these “Self-upgraders” to see Corona Light as a brand that is relative
to them and their lives and become more loyal drinkers.

3. INSIGHTS
These “Self-upgraders” take themselves
seriously and really want to be seen as “cool”.
To get them to accept Corona Light as a cool
beer we need to link Corona Light with very
cool authentic experiences.

5. STRATEGY :
MixTape by
Corona Light

6. Make Corona Light
a resource for fantastic
NEW music
They don’t have much following on any particular social media
channel. But we did find that people tend to really love the
songs in their commercials. So Corona Light declares to put
out amazing up and coming music. It pairs up with BIRP
(Balocks Indie Rock Playlist) to produce a series of artistic and
cool music video commercials. Each with video collaboration
with the tone and vibe of the band and Corona Light as its
partner.

7. 3 Phases:
PHASE 1: BUILD CREDIBILITY AND
ASSOCIATE WITH COOL
PHASE 2: PARTICIPATION
PHASE 3: LIVE EXPERIENCE

8. STRATEGY :
MixTape by Corona Light
PHASE 1:
Build credibility in the community by Partnering
with BIRP to feature new bands from all over
the world. Create Short music vids for the
featured bands and share that content on
Facebook, YouTube and Soundcloud.

9. Who Is BIRP?

10. SOUNDCLOUD the Corona MixTape

12. PHASE 2:
Users who are active on any of our platforms,
have a chance to win an invite to our
#MixTapeSessions by using this hashtag.
Those selected are encouraged to challenge
their friends to see who will be their
#CoronaLightPlusOne by using this hashtag.

13. suggestion:
engage people by inviting them to participate in
“build the lineup”. people vote over time for the
bands they would want to play in a festival at
the end of the year which corona light
sponsors.

14. PHASE 3:
Host #MixTapeSessions in discrete locations
with only a select group attending a very private
small live concert, that will be broadcasted live
on Periscope and Meerkat.
On Special Editions with famous artists, users
will be encouraged to vote and choose what
band do they want to be the openers.

15. CAN’T STOP, WON’T STOP.
This campaign has sustainability
and can be an ongoing campaign.
Thank you!
MixTape by
Corona Light