Corona transforms the moon into a slice of lime

Corona teamed up with astronomers, universities and planetariums to turn the moon into a lime wedge on a billboard.  With the help of its partners, Corona captured orb at the precise moment it descended onto the bottle placed on the billboard, in the precise shape of a lime wedge. The result is “Luna Corona” which will happen twice.

Screen Shot 2013-06-14 at 1.39.31 PM

*This video shows the first Luna Corona from last month and the next LC will take place on  Saturday, June 15, between 8:45 and 11:00 p.,m., at 15th St. and 9th Ave in New York.

Watch the Luna Corona video here.

via @Creativity-Online

Why I’m Curious

Rather than just putting up a regular old billboard for people to see and then ignore, Corona’s moon wedge tactic is brilliant because it gives people a reason to come back to the billboard, creating multiple opportunities for engagement.

This execution also builds on a trend we’ve been seeing with brands incorporating SPACE into their campaigns, for example KLM’s Claim Your Place in Space and Red Bull Stratos.

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