A PR principles assignment to evaluate a PR campaign

1. Brittany Bach
Sarah Lonergan
Johanna MacLauchlan

2.  Corona is the leading “light beer” in the
market, but sales were on the decline in
2010.

3. Bud Light
Miller Light
Heineken
Coors Light

4.  UrgeFacebook users to “like”
the Corona Light page.
 The fans could upload their
pictures to be projected on the
digital billboard in Times
Square.
 Corona would also upload the
photos to Facebook so those
pictures shown in NYC can be
shared on Facebook.

7.  The purpose of the Corona campaign was to
leverage its appeal to socially engaged young
adults who are more focused on exciting
activities and experiences than on "escaping" to
a beach or other relaxing destinations
 Break into the “digital market.”
• Social Media

8.  To
claim the title of the
“Most liked light beer on
Facebook.”
 Tomake Corona Light the
beer of choice for active
men and women ages 21-
29.
 To
“woo” young adults to
become fans of the brand.

9.  Corona Light’s Facebook likes grew
6,000%
• Increased from 3,000 to about 300,000 likes
 Newways to measure success of
campaign:
• Web & e-mail surveys
• Piggyback (Omnibus) surveys
• Mail in questionnaires.