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Corona takes to the decks

Corona Extra is giving up-and-coming DJs across the UK the unique opportunity to catapult their career onto the international house music scene.

The Movida Corona campaign, which runs from this month until November, is designed to increase rate of sale and footfall in the on-trade.

Movida Corona is marking its 11th anniversary this year with a series of high profile Corona Extra parties, to search for and promote the best new talent in dance music.

Expected to attract 22,000 attendees over a four month period, select outlets will play host to the Corona Extra parties, taking place across 11 UK cities.

Participating outlets will be supported with full point of sale, experiential activity, and additional marketing materials.

Corona Extra hostesses and promotional team members will also be on hand.

In addition, scratch cards will give consumers the chance to win a series of bespoke Corona Extra branded prizes with every bottle of Corona Extra purchased.

Bar staff in participating on-trade outlets who demonstrate the best sales and promotional abilities will also be in with the chance of winning VIP places to the regional playoffs and UK final at super club Ministry of Sound.

Around 250 British DJs are expected to take to the decks between August and September 2011.

The overall champion will win the chance to perform a set at Pacha, headline the Movida Corona tour and record three mixes with Pacha Recordings.

Darius Burrows, senior brand manager for Corona Extra, said: “With increased support in the on-trade this year, including a promotional mechanic linked to purchase, we are confident our on-trade customers will see increased footfall and rate of sale throughout the campaign period.

“We know the Movida Corona parties really resonate with Corona fans, but it’s also fantastic to see the competition becoming a firm fixture in the DJing calendar, as a credible and unique platform to launch the careers of fresh, home-grown talent.”

The Movida Corona campaign will be supported by above and below-the-line channels, incorporating on-trade promotions, radio, print, digital and social media.

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