To organize guerrilla activity consisting of Corona logo projections and “Corona Barefoot Game” graffiti.

The idea is to push interaction with people passing near the Corona game inviting them to play and entertain themselves creating buzz and word of mouth all around the event.

Graffiti had been realized during the day in 3 defined areas per each location by real writers using special and coloured chalks. During the night in the same areas, the Corona logo appeared projected on walls and buildings in the most crowded areas of the city centre. Projections are realized in different places creating a link with Corona graffiti.

In each location of the summer tour Corona has organized special parties in some cool clubs integrated with projections and graffiti creating a real multichannel activity.

The communication project included 42 days of projections and 42 graffiti activities. 14 were the involved locations, such as Marina di Ravenna, Jesolo, Rimini, Pescara, Monopoli, Gallipoli, Soverato, Catania, Palermo, Cagliari, Alghero, Ostia, Fregene, Viareggio.

In general, the campaign registered a good performance regarding both the average campaign Ctr and the average campaign Cpc: Average campaign Ctr: 0,17% (Click Trough Rate: total delivered impressions/total clicks).

Average campaign Cpc: 2,67€ (Cost per Click: total net net/total clicks)The Total delivered Impressions: 37,375,729.