CORONA USA

Agency: Wild Card Creative Group
Role: Senior Strategist

Pedro Pascal x Corona
La Vida Mas Fina

Challenge

Pedro Pascal was everywhere in culture—dubbed “America’s zaddy” and meme-ified across the internet. But leaning into that narrative risked feeling thirsty and one-note. For Corona, the challenge was to tap into his fandom authentically while reinforcing the brand’s Modern Latino heritage—positioning Pedro as more than a meme, but as a true cultural ambassador.

Strategy:

Pedro Pascal was everywhere in culture—“America’s zaddy,” meme darling, Emmy-nominated—but our job wasn’t to lean into the thirsty internet takes. Instead, I used social listening to uncover what his fans were really saying: they loved him for his authenticity, humor, and representation of a Modern Latino identity. That insight fueled a community management strategy designed to rally fans around their own narratives, rather than forcing one on him.

Execution:

  • Built a cross-platform playbook blending paid and organic distribution.

  • Designed fan-first prompts and replies that invited audiences to riff with Corona in Pascal’s voice and spirit.

  • Positioned him less as “America’s zaddy” and more as a cultural ambassador, tapping into heritage-driven storytelling.

Impact:

  • Delivered triple-digit lifts across engagement metrics.

  • Cemented Pascal’s role as a cultural bridge between mainstream fandom and Latino heritage.

  • Proved that fandom thrives when brands don’t force a meme, but egg fans on to build it themselves.

Carmelo Anthony x #CoronaHorse + Influencer Extension

Challenge:

Beer and sports are inseparable, but that also makes the category crowded. Every major brand is fighting for share of voice around the same big games, same sponsorships, and same highlight reels. Corona needed a way to stand out through the noise — by finding a space where the brand could authentically over-index.

Strategy:

I audited trending game formats and fan engagement tactics across social to spot opportunities for participatory sports content. That analysis revealed a whitespace: the most iconic backyard game of all time — HORSE. It was competitive, nostalgic, and built for social translation, but largely untapped by beer brands.

Execution:

  • Partnered with Carmelo Anthony as the face of the activation, blending basketball credibility with cultural relevance.

  • Extended the format across influencers, each completing trick shots to spell out C-O-R-O-N-A, encouraging fans to join in with their own submissions.

  • Designed the content to feel like a digital pickup game rather than polished ads, ensuring it spread natively in sports fandom spaces.

Impact:

  • Generated a 5.8% Instagram engagement rate, outperforming Corona’s lifestyle benchmarks.

  • Activated sports fans around participation, not just viewership, proving the value of fan-first mechanics in a crowded beer + sports category.

  • Demonstrated how Corona could carve out distinctiveness in sports culture by leaning into a game the brand could authentically own.

 

Peso Pluma x Éxodo Tour, Billboard & Sweepstakes

Challenge

Corona has long been tied to music, but the challenge was ensuring the brand felt like a true part of Peso Pluma’s riserather than an opportunistic sponsor. We needed to tap into his fandom in ways that were participatory, authentic, and lifestyle-aligned, while safeguarding the brand in real time.

Strategy

I positioned Corona’s partnership with Peso as more than a sponsorship—it became a multi-touch cultural campaign spanning music, lifestyle, and fandom. By combining Billboard storytelling, real-time tour coverage, and a sweepstakes activation, we gave fans new ways to engage with both Peso and Corona, reinforcing the brand’s “La Vida Más Fina” ethos.

Execution

  • Billboard Collaboration → Produced an animated, editorial feature spotlighting Peso’s version of the “fine life,” weaving in heritage touchpoints like beach time, soccer, and a cold Corona.

  • On-the-Road Content → Digitally followed Peso’s Éxodo Tour city to city, complementing with IRL activations like a Rams game collab with Undefeated, where we gifted him a custom 1-of-1 Corona jacket.

  • Fan Sweepstakes → Ran a custom signed listening vinyl kit giveaway for Peso’s new album, turning fandom into an owned engagement moment that deepened brand love.

  • Brand Safety → Delivered weekly sentiment reporting to keep Corona protected while riding the wave of Peso’s explosive fandom.

Impact

  • Extended Corona’s reach into Latin music fandoms, authentically embedding in one of the most influential cultural moments of the year.

  • Strengthened brand affinity through participatory fan activations (vinyl sweepstakes) instead of passive sponsorship.

  • Balanced cultural risk and reward, proving that fan-first, real-time strategies can drive both safety and resonance.

  • Positioned Corona as part of Peso’s cultural story—not just present, but embedded in how fans celebrated him.