Drinks · Campaign proposal
Corona 100: a centenary built on beach moments.
A proposed Corona centenary campaign that rewards South Africans for sunset photos, Sunset Spot check-ins and verified purchases on one mobile web app.
- Mobile web app
- Three photo challenges
- Sunset Passport check-ins
- WhatsApp referrals
- On-site photographers and promoters
- Spin and win
- Client
- AB InBev (SAB)
- Year
- 2025
- Photo challenges
- 3, weekly
- Engagement
- Campaign proposal
A campaign proposal by Hello Brand for Corona. Nothing on this page is a result: the campaign has not reported.
Not for persons under the age of 18. Enjoy responsibly.
Chapter 1 of 9
The brief
Corona wanted to mark 100 years by bringing its beach-side, live-outside spirit to life in South Africa, turning digital engagement into real visits to its Sunset Spots and real purchases.
The centenary already had a global platform: a legacy film and a list of the world's top 100 beaches. In South Africa, Corona curates Sunset Spots, bars and restaurants chosen for the perfect sundowner. The job was to give local fans a reason to take part, all season long, and to connect every photo and every visit to a sale.
Insight
Corona's best moments already happen at sunset, on a beach or at a festival, and people photograph them anyway. Give those photos a purpose and a reward.
- Who it is for
- Adults of legal drinking age, centred on 20- to 35-year-olds who value shared experiences and post what they do
- Where
- One mobile web app, Instagram and Corona Sunset Spots across South Africa
- Ways to earn
- Photos, check-ins, till slips, surveys and friend invites
- Rewards
- Spins, badges, a live leaderboard and a beach-trip draw
The idea
This is living, since 1925.
Run one centenary hub on mobile where every Corona moment earns points. Fans join with their Instagram account, verify their number, then take part in three photo challenges: the beach, the Sunset Spots and the Sunset Festivals. GPS check-ins at partner venues stamp a digital passport, till-slip uploads reward purchases, and points unlock spins, leaderboard places and entries to a beach-trip draw. Photographers at Sunset Spots capture branded photos on site and send them by SMS, pulling walk-in guests into the same journey.
- Spark real beach-side photos with a Corona in hand
- Drive foot traffic to the Sunset Spots
- Turn every six-pack into points and proof of purchase
- Build a verified, permission-based database
- Learn what Corona drinkers like, through surveys
- Grow by friends inviting friends
Chapter 2 of 9
How people find it
The campaign meets people where Corona already lives: on Instagram, at the Sunset Spots and festivals, and on the screens in the bar. Every route leads to the same mobile app.
Five ways in
The venue screenThe Corona advert with a code to scan, in the bars that join in. 
InstagramAds built from #Corona100 photos, aimed at beaches, festivals, Sunset Spots and Corona's South African followers. 
Photographers and promotersAt key Sunset Spots and festivals, with an SMS link to the photo. 
A friend on WhatsAppAn invite link from someone already playing. 
On the barCoasters and table talkers with a code to scan.
Local and micro-influencers would show the challenges and drive sign-ups. Once people join, weekly emails and push notifications keep them moving: photo approvals, points milestones and leaderboard changes.
Chapter 3 of 9
The fan's journey, start to finish
Eight steps, all in the phone's browser, with no app to download. Every one earns points, and points buy spins.
Eight steps
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Sign in with Instagram and verify by SMSFans join with their Instagram account and verify their number with a one-time pin. One account per device.
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Post a sunset photo with the campaign hashtagThree weekly Instagram challenges turn sunset moments into user-generated content for the brand. Friends vote for it.
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Check in at a Corona Sunset SpotGPS check-ins collect stamps and push footfall to partner bars and restaurants.
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Buy a six-pack, upload the till slipTill-slip uploads tie the fun back to six-pack sales, and add a Sunset Shopper badge to the passport.
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Answer a quick surveyShort lifestyle questions, such as where fans most enjoy a Corona, earn 20 points each, with new surveys released through the campaign.
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Invite friends on WhatsAppSend a link; when a friend registers and verifies, both are in the game.
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Spin the sun wheelEvery 100 points unlocks a spin, once a day: each ray of the sun hides a reward.
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Climb the leaderboard, chase the beach tripPoints unlock spins, leaderboard places and entries to a beach-trip draw: a trip to one of the world's 100 most iconic beaches.
Chapter 4 of 9
Three photo challenges, and what you could win
One photo entry per challenge each week. An approved photo earns 100 points, and every friend's vote adds more.
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1. Beach Side A beach photo with a Corona in hand. #Corona100 #BeachSide -
2. Sunset Spot A photo at any Corona Sunset Spot, turning venues into branded studios. #Corona100 #SunsetSpot -
3. Sunset Festival Music, sunset and a Corona at a Corona Sunsets Festival. #Corona100 #SunsetFestival
The prizes
-
Instant, on the wheel
R50 and R100
Corona vouchers, Sunset Festival tickets, or an extra entry into the grand draw. A spin costs 100 points.
-
The leaderboard
Weekly spot prizes
Recognition as a top “Sun-Chaser”, and more entries into the grand prize draw. Stay hot, stay on top.
-
The grand prize
A beach getaway
A trip to one of the 100 most iconic beaches in the world, tying the local campaign to Corona's global centenary list.
Chapter 5 of 9
Every mechanic, in detail
Seven ways to take part. The figure beside each is the points it earns, as the proposal set them.
Register securely1 per device
Fans log in with Instagram, which identifies their handle and links their public challenge posts automatically, so points follow the hashtags. They then verify their mobile number with a one-time pin, so every player is a real person with checked contact details.
Device fingerprinting limits registration to one account per device, to stop duplicate accounts and keep the competition fair. The minimum age is 18.
Photo challenges+100
Three Instagram challenges, one photo entry each per week: the beach, the Sunset Spots and the Sunset Festivals. An approved photo earns 100 points.
Friends vote for each other's photos, and every vote earns the photographer 5 more points, which turns each entry into a share.
Sunset Passport+100
On selected days, fans visit a participating Corona Sunset Spot and tap Check-In; GPS confirms they are there. Each check-in earns 100 points and a digital badge in the passport.
Badges stack up across the country, the passport gallery shows progress, and the more stamps you hold, the higher you climb: one beach, one badge, one moment at a time.
Till slips+100
Buy any six-pack of Corona at a participating liquor outlet, photograph the till slip and upload it. Each validated six-pack earns 100 points, up to four six-packs a week, and a Sunset Shopper badge in the passport.
This is the mechanic that ties the fun to sales: every upload is a verified purchase, linked to a real, opted-in person.
Surveys+20
“Your voice, your vibe, your Corona.” Short lifestyle and brand surveys, released regularly through the campaign, each earn 20 points. They tell Corona about its core audience's lifestyles, preferences and behaviour, and keep people engaged between visits. Two sample questions:
- Where do you most enjoy sipping on a Corona? At the beach, watching the sunset, at a festival or live event, at a braai with friends, or at home, winding down.
- What vibe best describes your perfect Corona moment? Loud music and dancing with friends, or chilled sunset views.
Invite a friend+20
Share the sun, share the fun. Fans send a WhatsApp link, one of South Africa's most used messaging platforms. When the friend registers and verifies their email and mobile number, the inviter earns 20 points. Growth comes from people recommending it to each other, not from paid media alone.
Spin and win, and the leaderboard100 a spin
Every 100 points unlocks a spin, at most one a day. The wheel is the Corona sun, and each ray hides a reward: win instantly, or earn an extra entry into the Grand Beach Getaway draw. It keeps people coming back, and gives Corona control over how prizes are given out.
A live leaderboard ranks everyone by points, from photos to check-ins to surveys: the more you live the Corona lifestyle, the more you score.
Chapter 6 of 9
On the ground at the Sunset Spots and festivals
Professional photographers and promoters at key Sunset Spots and festivals bring walk-in guests into the same journey. To have a photo taken, the customer buys a Corona.
From photo to free spin
- The photographer captures the Corona moment.
- The photos reach the promoter's iPad over Wi-Fi.
- The promoter picks the photo and enters the customer's details.
- The customer gets an SMS with a link to the photo.
- The customer registers for the competition from that link.
- They download the photo to post on Instagram.
- Registering through the link gives one free spin for an instant prize: merchandise, Corona vouchers, festival tickets or a draw entry.
Stamps to collect
Each Sunset Spot has its own passport badge, in the shape of the Corona sun.
Corona from the door to the bar
In the venue, TV screens, LED digital vinyl on the glass and a Brand Box device carry the campaign; DJ booths set the mood; table talkers, posters and coasters on the bar carry the code. Seeing Corona once creates awareness; seeing it many times puts it top of mind.
Chapter 7 of 9
What we proposed, and how it would be measured
Every photo, visit and six-pack, tied to a real fan.
This is a proposal, so there are no results yet. What Corona would get, and the success measures the proposal set out:
- Authentic user-generated content, tracked by hashtag
- Footfall at Sunset Spots, proven by GPS check-ins
- Purchases linked to people, through till slips
- A verified, permission-based database for email, SMS and social
- Survey insight into lifestyles, brand perception and purchase intent
- Organic growth through WhatsApp invites and votes
Engagement
- Total registered users
- Photo challenge submissions
- Friend invites and referral growth
- Check-ins at Sunset Spots
- Participation in Spin & Win
Conversion and sales
- Till slip submissions linked to purchases
- Voucher redemptions
- Sales uplift during the campaign window
User data (opt-in communication)
- Build a verified, permission-based database
- Enable ongoing direct marketing through email, SMS and social
Consumer insights (surveys)
- Understand lifestyle preferences, brand perception and purchase intent
- Capture valuable feedback to inform future brand decisions
Brand sentiment and social exposure (UGC)
- Boost positive brand sentiment through authentic, user-generated content
- Track campaign hashtags and mentions for reach, impressions and engagement
- Amplify Corona's lifestyle positioning through real consumer stories
Corona 100 dashboard
What it will report
8 weeks · sample
- Sample
14,860
Registered users
- Sample
5,215
Photo challenge submissions
- Sample
7,385
Check-ins at Sunset Spots
- Sample
3,690
Till slip submissions
- Sample
1,148
Voucher redemptions
- Sample
11,930
Opt-in database
- Engagement
- Conversion and sales
- User data (opt-in communication)
- Consumer insights (surveys)
- Brand sentiment and social exposure (UGC)
Engagement
- Sample
14,860
Registered users
Total registered users, signed in with Instagram and verified by SMS, one account per device
- Sample
5,215
Photo challenge submissions
Approved entries across the three weekly photo challenges
- Sample
2,940
Friend invites and referral growth
Friends who registered and verified from a WhatsApp invite
- Sample
7,385
Check-ins at Sunset Spots
GPS check-ins that stamped the Sunset Passport
- Sample
6,470
Participation in Spin & Win
Fans who spun the sun wheel at least once
| Item | Value |
|---|---|
| W1 | 1,240 |
| W2 | 2,915 |
| W3 | 4,630 |
| W4 | 6,480 |
| W5 | 8,390 |
| W6 | 10,450 |
| W7 | 12,610 |
| W8 | 14,860 |
| Item | Value |
|---|---|
| W1 | 610 |
| W2 | 780 |
| W3 | 865 |
| W4 | 920 |
| W5 | 1,005 |
| W6 | 1,040 |
| W7 | 1,060 |
| W8 | 1,105 |
| Item | Value |
|---|---|
| Instagram ads | 35% |
| Venue screens and bar codes | 27% |
| A friend on WhatsApp | 20% |
| Photographers and promoters | 18% |
Conversion and sales
- Sample
3,690
Till slip submissions
Till slip submissions linked to purchases
- Sample
4,935
Six-packs validated
Six-packs on the validated slips, up to four a fan a week
- Sample
1,148
Voucher redemptions
R50 and R100 Corona vouchers from the wheel, redeemed
- Sample
+11.4%
Sales uplift during the campaign window
Six-pack sales at participating outlets against the weeks before
| Item | Value |
|---|---|
| W1 | 285 |
| W2 | 360 |
| W3 | 425 |
| W4 | 470 |
| W5 | 505 |
| W6 | 530 |
| W7 | 545 |
| W8 | 570 |
| Item | Value |
|---|---|
| R50 Corona voucher | 742 |
| R100 Corona voucher | 406 |
User data (opt-in communication)
- Sample
11,930
Opt-in database
Build a verified, permission-based database
- Sample
80.3%
Opt-in rate
Registered users who agreed to hear from Corona by email, SMS or social
of registered users opted in to direct marketing
- Email, SMS and social 64%
- Email only 23%
- SMS only 13%
Consumer insights (surveys)
- Sample
18,430
Surveys completed
Short lifestyle and brand surveys, 20 points each
- Sample
8,975
Fans who answered
Registered users who completed at least one survey
| Item | Value |
|---|---|
| At the beach, watching the sunset | 38% |
| At a braai with friends | 27% |
| At a festival or live event | 21% |
| At home, winding down | 14% |
- Chilled sunset views 61%
- Loud music and dancing 39%
Brand sentiment and social exposure (UGC)
- Sample
9,860
Hashtag posts tracked
Posts carrying #Corona100 and the challenge hashtags
- Sample
21,560
Friends' votes
Votes on challenge photos, 5 points each to the photographer
| Item | Value |
|---|---|
| Beach Side | 2,140 |
| Sunset Spot | 1,705 |
| Sunset Festival | 1,370 |
| Item | Value |
|---|---|
| W1 | 1,480 |
| W2 | 2,105 |
| W3 | 2,560 |
| W4 | 2,790 |
| W5 | 2,915 |
| W6 | 3,060 |
| W7 | 3,185 |
| W8 | 3,465 |
Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.
Chapter 8 of 9
What's next: the always-on year
A follow-on proposal turns Corona's Sunset Spots into a year-round mobile campaign. Hello Brand brings the screens in venues and footfall and dwell-time data; Social Wiiv's platform powers the mobile engagement, and the first-party data comes back into Hello Brand OS. Three campaigns run on top: Passport, After Hours and Hidden Artist.
- Provinces
- 4
- Satellite bars
- 18, in Cape Town, Durban, Pretoria and Johannesburg
- Streamed bars
- 350, joining in on screen
- Campaigns
- 3: Passport, After Hours, Hidden Artist
Satellite bars include The Bungalow in Clifton, Caprice and Sirocco in Cape Town, and Salt Rock Hotel and The Capital Zimbali Hotel near Durban.
The always-on app, step by step
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Check in at a Sunset SpotFans check in at a venue such as The Beach in Pretoria, rate it and collect coins, with bonuses for a first check-in and a first pub.
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Add friends, follow their nightsFans add or invite friends and see where they have checked in across the Sunset Spots.
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Collect the badgesEvery check-in adds to a collection of badges, with progress counted out of 100.
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Find a spot by typeThe venue guide sorts spots into decks, rooftops, restaurants, bars, clubs, markets, liquor stores, airports, festivals and events.
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See the spots on the mapA map shows the spots nearby, with venues visited, saved and the categories still to collect.
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Share the experienceFans post a tip with photos from the venue, so the next person knows what is good there.
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Join After Hours on a FridayEvery Friday after work, Sunset DJ sets play at 18 venues and stream to 350 venues at once.
Passport: catch and win
Artwork from the 18 main venues works as a teaser for people outside the bars, who “capture” it to redeem at a location. Through an always-on rewards app on Social Wiiv, they add to their stash and redeem at the closest store, with merchandise, tour tickets and more to win. In the app, fans check in at venues to collect coins and badges, add friends, share and invite, record experiences, get event notifications and tickets, rate venues and win instant prizes. The venue guide covers decks, rooftops, restaurants, bars, clubs, markets, liquor stores, airports, festivals, events and after-hours spots. The app screens are in the steps above.
After Hours: Friday DJ sets
Beyond promotions, Corona hosts virtual Sunset DJ sets at 18 venues every Friday after work, from 5.30 pm to 8 pm. The sets stream to 350 venues at once, so Corona customers across the network share one live, interactive experience.
Hidden Artist: a talent search
“Could this be you?” A talent search invites new artists to become the next name on the Corona Sunsets line-up, on the Crown Stage.
An always-on data strategy
- Bespoke audience segmentation for Corona throughout the campaign
- A strong always-on data acquisition and engagement component
- Clear data acquisition targets for each campaign period, pacing new sign-ups and richer profiles
- Prizes chosen to drive data collection and enrichment
- A retargeting and re-engagement plan for the consumer database, to build brand affinity and loyalty
Life is best lived outside.
Chapter 9 of 9
Next: our 2026 proposal, from 100 beaches to 175 venues
This is living, 24/7.
In April 2026 we took the idea further. Corona owns the moment: the beach, the sunset, the festival, the feeling of escape. But those moments are occasional, and in between, its drinkers move between venues, social media and their phones every day. The proposal links 100 of the world's most iconic beaches and 175 venues across South Africa with one mobile platform, so Corona becomes a lifestyle, not only a moment. Like the plans above, it is a proposal, with no results yet.
Three gaps to close
- No always-on engagement between the big moments
- No relationship with drinkers that Corona owns
- No closed loop between the experience and the purchase
One chain, venue to growth
- The venue
- The Brand Box on its screens
- The screen, with a code to scan
- The phone
- The data
- Growth the brand can measure
What is new
Bucket deals on the venue screens
Venue TVs show a bucket deal of six Corona with a QR code to scan and redeem, so the screen in the bar leads straight to a purchase, and every purchase to a profile.
Points at the till
Each member has a rotating QR code that the bar's till scans. Members earn 10 points for every R100 spent on drinks, credited straight after the purchase. When their balance reaches a threshold, a voucher is issued in the app and scanned at the till to redeem, so every free drink is accounted for. Total spend flags the biggest fans for VIP offers.
A rewards catalogue
Points buy rewards in the app: a complimentary Corona for 100 points, a branded T-shirt for 500, a hoodie, a Bluetooth speaker, a power bank, an LED wristband, a VIP guest-list pass, festival tickets and R50 liquor vouchers.
Tickets tied to the passport
A Corona-branded ticketing platform for the Sunsets events, with early-bird phases and table packages. There are no static QR codes to resell: each ticket sits in the buyer's Corona Passport profile, and friends are invited by WhatsApp, email or SMS, then register and verify to accept. Every ticket sale is a new sign-up.
One source of data
Member profiles sync in real time with AB InBev's own consumer database, and admin-only dashboards show the campaign live, with one-click exports for the brand team.
The next step we proposed: a three to six month pilot across taverns, bars, restaurants and stores, with a Corona-branded app, live dashboards and return-on-investment reporting.
Want a campaign like this for your brand? Start a project and we will map it to your venues, your screens and your data.
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-
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-
Jack Daniel's
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-
Beefeater at Tiger's Milk
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