Corona has launched 'Living Is Calling,' a global summer campaign that extends its This Is Living platform through a Tripadvisor partnership featuring more than 300,000 travel experiences across 30-plus countries. The Corona Living Is Calling campaign allows eligible consumers to scan QR codes on Corona packaging to unlock access to travel vouchers tied to experiences ranging from coastal hikes in South Africa to snorkeling along the Amalfi Coast.
The campaign also includes a short film by Wieden+Kennedy Amsterdam that follows seven friends through natural landscapes around the world using a first-person visual perspective, marking a first for the brand.
As beer brands vie for cultural relevance among consumers, Corona demonstrates that combining a brand philosophy with direct real-world experiences transforms a campaign tagline into something people can genuinely embody.
Image Credit: Corona
What Makes This Trend Stand Out
- Brand-activated Travel Experiences
- Linking brand narratives to curated travel experiences creates new revenue and loyalty avenues by turning promotional campaigns into tangible consumer lifestyle offerings.
- Qr-enabled Real-world Rewards
- Packaging-as-a-digital-portal enables seamless redemption of localized experiences and data capture that can reshape loyalty models and cross-industry monetization.
- Cinematic First-person Storytelling
- Immersive, POV-style branded films offer more authentic emotional engagement and the potential for augmented reality and experiential extensions that deepen consumer connection.
Sectors Adopting This
- Beverage Marketing
- Experiential campaigns tied to consumable goods present opportunities for beverage brands to diversify revenue through travel partnerships and lifestyle positioning.
- Travel and Experience Platforms
- Aggregators and OTAs can capitalize on brand collaborations to unlock packaged micro-experiences and new distribution channels beyond traditional bookings.
- Packaging Technology
- Smart packaging and embedded QR ecosystems create possibilities for verification, dynamic offers, and post-purchase engagement that extend product value.
