Dive Brief:
- Corona, the beer brand marketed by Constellation Brands, is putting a spin on cryptocurrencies with a "Triptocurrency" that can be used to book trips exclusively on Expedia, according to an announcement.
- Today (July 1) only, consumers can enter an instant-win sweepstakes to secure a piece of the digital currency valued at $2,500 to cover airfare, hotel accommodations or combination packages made through the travel-booking platform. Corona is giving away 400 prizes totaling $1 million.
- Corona ambassadors, or "investors," including Snoop Dogg and Zoe Saldana are promoting the Tripto Program on social media. The concept shows travel platforms are thinking outside the box with brand partnerships to reconnect with consumers still wary of taking trips during the coronavirus pandemic.
Dive Insight:
With the Tripto Program, Corona and Expedia poke fun at the cryptocurrency craze that has taken the financial world by storm while also leaning into the return of travel activity in the U.S. Corona cited data that indicate six in 10 surveyed consumers have had a leisure trip canceled over the past year. Expedia Group Media Solutions also found 56% of Gen Zers want to take a beach vacation, positioning the campaign toward a younger crowd.
The Triptocurrency appears to behave like traditional rewards points that can go toward booking hotels and flights, but still might pique the interest of people who pay close attention to the crypto markets. Corona is specifically encouraging winners to head for the beach, a relaxing destination that factors heavily into its laid-back marketing messages.
The beer label is getting the word out through social media and its roster of celebrity ambassadors, including Snoop Dogg and Zoe Saldana. Snoop Dogg previously starred in "La Vida Más Fina," the first marketing campaign to unify the Corona portfolio of beverages, which debuted last August. Corona recently diversified its lineup to include trendy offerings like hard seltzer.
The Tripto Program tie-up suggests Expedia is looking to outside help to push consumers to start traveling again after the pandemic left many wary of busy hubs like airports. More marketers are also looking to partnerships with brands outside of their industries as data-sharing needs change and first- and second-party data grow more valuable.
Expedia is in the midst of ramping up its own marketing following a quiet period. The company in April refreshed its app and website to focus more on the holistic travel experience versus deals while also rolling out an extensive ad campaign featuring Rashida Jones. It is the most expensive marketing effort from the company in five years, according to The Wall Street Journal.
Other travel marketers are hitting the gas on consumer-facing outreach to capture more business for the summer season. Marriott International last week kickstarted the largest global campaign in its 90-year history — an emotional paean to travel's ability to unify and heal.
