Corona: Capital Festival Segmentation

Beer maker Corona used Spotify's 'event targeting' tool to promote its new campaign and the Corona Capital Festival to the brand's consumers in Mexico.

Campaign details

Brand: CoronaAgency: Mediacom, GroupMRegion: LATAM

Objectives

The objective was to raise awareness for Corona's campaign "Desfronterizate" ("Go beyond your borders") and the Corona Capital Festival by reaching millennial users (legal drinking age) in Mexico. The client needed to engage with music fans to effectively communicate their annual music festival. One of the answers Spotify had to answer was: how to engage with fans of specific artists that would perform at the Corona Capital Festival?

Target audience

The target audience was young adults in Mexico, between the ages of 18-35 years old (considering the...

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