CORONA

Having become a major sponsor of the Rogers Cup, Corona activates its visibility by recreating a cult video game as a virtual tennis tournament.

The Rogers Cup crowd discovers a playful mobile site reminiscent of Pong, set up directly on the Corona Terrace. Like the players on court, every participant feels the tension of a deuce or the thrill of match point, turning a brand activation into a competitive, engaging experience. The top Corona Cup players win a pass to meet an ATP player and a VIP stay at the Indian Wells tournament in California. A live leaderboard, displayed directly on the terrace, keeps the rivalry going among participants throughout the tournament. Every game played on site also feeds an online leaderboard, extending the competition beyond the event's physical venue. This dual dimension, on-site and digital, maximizes the initiative's reach across different audiences, from the on-site crowd to online communities following the tournament remotely.

The mobile site extends the activation onto the Corona Québec Facebook page and the Rogers Cup site, generating ongoing visibility beyond the event. An initiative that lastingly links the brand to the pleasure of play. A connection that goes beyond simple sponsorship to become a memory shared by an entire audience.