Corona kicks off major in-house content push with digital travel series

Brief:

• Anheuser-Busch InBev, which operates Corona outside of the U.S., launched an in-house content arm called Corona Studios that this week released its first production titled “Free Range Humans,” according to a press release. The eight-part digital series will live on social media and focus on people who left white-collar jobs to chase outdoor adventure.
• The new series, which was produced remotely, is designed to offer travel-related escapism for consumers stuck at home with short episodes of six to 10 minutes each, flanked by promotional cuts and assets for viewers looking to explore more. Each episode centers on a different individual who is living the “Corona lifestyle” by embracing a relaxed, outdoor way of life.
• With Corona Studios, the beer brand is looking to engage audiences with original programming and has plans to release additional content across what it identifies as passion point verticals, such as travel, surf lifestyle, sustainability, wellness and creative arts. Corona worked with Wieden+Kennedy Amsterdam and Pereira O’Dell for “Free Range Humans.”

Insight:

Anheuser-Busch InBev aims to cut through ad clutter with original programming and reach young adults who are heavy consumers of digital media with the formation of Corona Studios, overseeing the production of content that’s most likely to appeal to its target audience. “Free Range Humans” is the first of what the brand says is many content-led initiatives as it expands its entertainment reach, per the release. Throughout 2020 so far, Corona has worked with a variety of creators to produce more than 30 yet-to-be-released films.

In-house content production not only can save on costs, but also give brands like Corona complete creative control over what viewers see. With its “Free Range Humans” series about young adults who pursue outdoor adventures, Corona can capture the imagination of target consumers who are more likely to aspire to that lifestyle, especially as the pandemic keeps them confined at home.

The beer brand said it spent five months screening 400-500 people to appear in the series, selecting those who were committed to their outdoor lifestyles and had personal stories most likely to be meaningful to a global audience.

Corona is the latest brand to expand its content marketing efforts to reach younger consumers who have a bigger choice of entertainment options than ever before. Brands are competing for the attention of audiences who consume video content on a growing range of connected devices including smartphones, tablets, TVs, video game consoles and smart displays. Instead of watching linear TV, viewers are hooking up their TVs directly to the internet to watch shows from video-on-demand services, including those that don’t show ads, such as Netflix, Disney+, Amazon Prime Video and Hulu’s ad-free tier.

With many people also consuming video on social media and livestreaming platforms, brands like Corona need a content marketing strategy to stand out. Among the companies that have developed their own branded programming is Red Bull, the energy drink whose Red Bull Media House for years has produced magazines, books, TV shows, movies and music. The brand also hosts live events, such as its yearly dance competition that was recently reformatted as a virtual contest.

Corona’s marketing efforts this year have included a campaign starring rap icon Snoop Dogg to unify its beverage portfolio. The fully integrated “La Vida Más Fina” marketing campaign included digital ads, Giphy library and 15- and 30-second TV spots that ran during the NBA playoffs. Earlier in the year, Corona continued to run a campaign for the launch of its new hard seltzer, saying that consumers weren’t confusing the brand with the coronavirus pandemic.