Corona x Carmelo Anthony — #CoronaHorse Challenge

Role: Senior Strategist

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.