Corona recently launched a Leap Day giveaway, asking its social followers to share how they wanted to spend their extra day this year.
Users were led to a site where they could download one of four tropical backdrops (some included a Corona Extra bottle), take a photo of themselves against the backdrop and then submit the #CoronaFakecation photo for a chance to win a vacation.
While the premise is fun and engaging, the execution is lackluster. The giveaway microsite is informative, but not easy to use, and many of the submitted photos are of poor quality due to the fact that most were taken in front of a computer screen. While there are some issues with logistics, the strong social engagement is a good indicator of the giveaways success with loyal fans.