Fox Soccer Channel has partnered with first-time advertiser Corona to launch a national multiplatform sponsorship and turnkey consumer promotion tied to the Barclays Premier League and other live soccer programming.
The fully integrated sponsorship will be activated across television, online, radio, print and through a series of 63 “Fox Soccer Channel Viewing Parties Presented by Corona” at participating pubs in New York, LA, DC, Atlanta, Denver, Chicago, Columbus, Boston, and Miami.
Set in Corona/FSC-branded taverns, the events will be staged in three phases: Kick-Off (1/1-31), Halftime (3/1-31) and Overtime (5/1-31). Fans attending the viewing parties will receive Corona beer specials and opportunities to take home co-branded premiums, including beer buckets and coaster sets.
A promotional announcement will air on Fox Soccer Channel through the end of May to drive awareness of the pub initiative and invite viewers to local events.
On Foxsoccer.com, banner ads will direct fans to a dedicated pub microsite at foxsoccer.com/viewingparties, where they can find everything they need to know about the promotion, including participating venues in their respective cities.
Additional media support will include “call-to-action” tags on radio spots, plus direct mail, viral marketing and print advertising aimed at soccer fans throughout the country.
Creative Presence Partners Atlanta handled.