An experience of a lifetime – that’s what Corona Canada gave 14 lucky winners from across the country.
In partnership with indie music label WAX Records, Corona took 14 winners to Maui, Hawaii to experience a live concert at the lip of one of the world’s largest active volcanos, 10,000 feet above sea level. The opportunity was part of “Live Mas Fina” (loosely translated as “live finer”) and is the next chapter of the brand’s new platform.
As the sun began to set, the group travelled in open jeeps to the peaks of molten rock on one of the largest active volcanoes on planet earth – Haleakala – for a private performance by Toronto-based band, Wildlife. Here’s a glimpse at what they got to experience:
The up and coming indie band Wildlife first partnered with Corona for the release of their song Lightning Tent, which was featured as the soundtrack to last year’s Live Mas Fina launch spot. Leading up to the private concert, Corona and WAX Records hosted radio contests in major markets across Canada from which the 14 winners were selected. At the same time, Wildlife went on a cross-country tour and offered a free download of an exclusive version of Lightning Tent.
The full experience was filmed for the purpose of creating original content for the brand, as well as the official music video for the Lighting Tent track, including footage of the live performance. The experience can be seen on Corona Canada’s YouTube channel.
“Corona Canada is dedicated to not only inspiring Canadians to live an extraordinary life, but also enabling them to do so,” said Stewart Priddle, Director of Marketing at Modelo Molson Imports L.P. “We put our money where our mouth is and give our consumers real opportunities to experience Living Mas Fina.”
“The Live Mas Fina platform continues to provoke Canadians to never accept ordinary and step outside of their comfort zones,” said Shane Ogilvie, Executive Creative Director at Zulu Alpha Kilo. “Why just attend a concert, when you have the chance to party with Corona at the top of an active volcano?”
You never know when Mas Fina will find you!
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