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.

Rogers Cup crowds discover a playful mobile site reminiscent of Pong, installed directly on the Corona Terrace. Just like the players on court, every participant feels the tension of a tied game or the thrill of match point, turning a brand activation into a competitive, engaging experience. The Corona Cup's top players win a pass to meet an ATP player and a VIP trip to the Indian Wells tournament in California. A live leaderboard, displayed directly on the terrace, keeps the rivalry among participants alive 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, maximises the device's reach across different audiences, from the crowd on-site to online communities following the tournament remotely.

The mobile site extends the activation onto Corona Québec's Facebook page and the Rogers Cup website, generating ongoing visibility beyond the event itself. A device that lastingly associates the brand with the pleasure of play. An association that goes beyond simple sponsorship to become a memory shared by an entire audience.