Peso Pluma Éxodo Tour x Corona USA
Role: Senior Strategist
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.