Corona Extra and Corona Light beers have launched their largest summer promotion to date, tied to a "Beach Getaway" sweepstakes.
The off- and on-premises promotion, which will run through July 31, kicked off on May 20 with a 24-hour "pop-up" beach party in New York's Times Square. The event featured 30 tons of sand, ocean sounds, palm trees, volley ball and other games, beach-item giveaways and brand ambassadors (including "Real Housewives of New York City" star Kelly Bensimon and Olympic volleyball champion Karch Kiraly).
Media covering the event included ESPN2's "SportsNation," local New York TV stations and Web and other outlets based in the U.S. and countries including Mexico and Japan, according to parent company Crown Imports LLC.
To enter the sweeps, offering 100 grand prizes of trips for two to Cancun, Mexico (plus 900 Corona Beach Getaway prize pack prizes), consumers look inside specially marked 12-, 18- and 24-packs of the beer brand to find a promotional bottle. Two thousand Extra and Light 12-ounce bottles will feature a special graphic wrap and a unique entry code, redeemable (at coronabeachgetaway.com) for chances to win prizes.