Corona Turns Its Iconic Holiday Ad Into an AR Experience - Adweek

Corona Extra is bringing its 30-year-old vacation advertisement to beingness successful the signifier of a virtual Christmas tree batch utilizing augmented reality.

The Mexican brew marque has launched an interactive acquisition called O’Tannenpalm’s Tree Lot that allows users to task a wintertime country of snowfall and thenar trees onto a adjacent level aboveground via their telephone cameras. The task is simply a play connected the iconic run Corona began moving successful 1990 successful which a thenar histrion connected a formation lights up with Christmas decorations arsenic a whistled mentation of the opus “Oh Tannenbaum” tin beryllium heard.

The activation, which was produced by Niantic Labs-owned 8th Wall, besides allows customers to spot a holiday-decorated thenar histrion of their ain successful their homes and participate a contention to triumph 1 of 5 real-life 10-inch thenar trees. The acquisition besides sports a hidden constituent that tin lone beryllium opened by placing an existent vessel of Corona brew successful beforehand of the camera.

Holidays with a twist

The marque said the thought was to enactment a caller rotation connected what has proven to beryllium an iconic vacation advertizing contented for the marque utilizing the benignant of immersive tech that has go much fashionable with brands successful the past mates years.

“We’re thrilled to merchandise a refreshing integer acquisition this Feliz Navidad play and supply Corona Extra fans instant entree to the virtual O’Tannenpalm Tree Lot anytime, anyplace,” Alex Schultz, vice president of marque marketing, said successful a statement. “This unsocial acquisition allows consumers to footwear backmost and immerse themselves successful the ‘La Vida Más Fina’ tone during the hectic vacation season.”

The virtual acquisition is not the archetypal clip Corona has introduced a caller twist connected the vacation spot. Surgical-masked marque ambassadors distributed vacation thenar trees to residents of Corona Del Mar successful 2020 successful designation of the ad’s 30th day and a tongue-in-cheek motion to the coronavirus pandemic.

Augmented world and metaverse activations person go a fashionable mode for brands to prosecute young consumers who walk expanding amounts of clip successful integer worlds. Corona, which is owned by AB InBev internationally and Constellation Brands successful the United States, antecedently utilized AR successful a campaign astir the environmental interaction of plastics successful 2021 and successful a collaboration with erstwhile Dallas Cowboys backmost Tony Romo.