Corona and Texas Longhorns Horns Up Limes In Custom Sneaker

The objective of this program was to elevate sponsorship activation and increase awareness of Corona Extra’s Texas Longhorns partnership during the basketball season through a culturally relevant and tech-forward brand experience.
Overview
• In-store promotion that allowed 12 consumers to win a pair of Corona x Texas Longhorn shoes designed by custom shoe designer, Jake Danklefs
• Program-specific POS/promotional tools activated at key retail outlets like Walmart, HEB, and Fiesta
• Augmented Reality experience that allowed fans to explore the iconic Corona beach and enter sweeps
• Custom shoebox with interactive desktop basketball game integration
• PR unboxing video campaign that engaged sneaker culture and sports influencers with an amazing “Unboxing” opportunity and a pair of shoes
• In-arena gameday activation and partner media support
Corona x Texas Longhorns HULI Shoe
• HULI Shoe took a more Texas Longhorns-inspired approach. The shoe was designed by San Antonio-based custom shoe designer, Jake Danklefs. The base shoe is a Nike Air Max 1 in premium white leather. The shoe features the best of both iconic brands, Corona and Texas Longhorns.
Custom Corona x Texas Longhorns Shoebox
• As “Unboxing Videos” are very prevalent in the shoe culture world, a highly designed shoebox was developed.
Augmented Reality with Sweeps Entry
• Corona worked with Groove Jones to develop a Corona Beach web AR environment that featured the iconic Corona beach, custom shoe box, and shoes.
PR Campaign
• PR campaign targeted earned and paid media and social coverage via key sports business and shoe culture innovators on a national basis.
Big Results
• Sales - Corona Extra sales UP +14.1% from January-March in Austin and Corona Premier sales UP +24.5% from January-March in Austin
• PR - 85,141,742 Total Impressions via Media and Social (US ONLY) and 108MM global in total via Business Insider pick-up