Giving control of your history to participants: Spontaneity-driven experiences to transform facts into a meaningful and vivid story

Corona, a beer brand, created a relevant story to tell in Mexico through launching an interactive museum that encouraged participants to make their own stories.

Abstract

Every brand has history, but not everyone has a story. This was our motto behind this project: transforming Corona's and Mexico's history into a relevant story to tell. We turned what could have been a regular communication pre-test into a collective with real, memorable props as well as tailor-made information layouts. The whole experience lasted more than three hours and it consisted of participants exploring the museum freely, then guided by our team and members from Corona. Lastly the experience called for participants to recreate the stories they came up with after being exposed to the museum. In order to keep everyone's attention we had to design special, interactive spaces. Clients also took an active role and props were made to be relevant, unique and memorable. In the end, we were able to find a solid, deep, credible and relevant story for Corona, as well as visual and emotional references for the communication pieces, along with the right tone and wording, in order to be compelling.

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