In partnership with Live Nation, Corona celebrated a beer-exclusive event at the country’s favorite EDM music festivals. The Electric Beach program has been around for a while—five years, in fact—but has revamped its proprietary approach to fun with Corona’s newest, brightest additions.

Fun at the Auto Club Speedway

Electric Beach was sparked at the Auto Club Speedway at Hard Summer. Celebrated in Fontana, CA, the event was followed by San Bernardino, CA’s Nocturnal Wonderland between September 2 and 4. Lounge-in experiences, dine-out options, parties and an environment charged to excite were present—as were intimate performances.

The End-All Party Scene

Corona isn’t a stranger to all-in party ideas, and its presence at Nocturnal Wonderland displayed its capacity for Vegas-like experiences constructed to emulate parties which never end. Packed with sand, palm trees, turf grass, dj sets, misters and cabanas, the beer brand’s presence at Nocturnal Wonderland didn’t come lightly.

Famous artists like Grandtheft, Keys N Krates, Autograf, Astronomar, Giraffage and Sluggers and Wuki arrived, fulfilling their annual promise to Corona’s flashy events. Electric Beach celebrated Corona’s outstanding industry successes with interactive experiences, giving partygoers the option to use its underwater photo activation display.

Targeting with Visuals

The underwater photo activation wasn’t an event-only deal, either. Partiers could link their photos to Instagram, creating stenciled artwork promoting the event’s “Nocturnal” presence. With logo assets and body paint galore, Corona lovers were never far from visually stunning stations designed to carry the brand name far into digital realms.

Yes, there were cold Coronas. The brand’s experiential events, however, have historically focused upon the consumer—not the consumed beverage. Beach resorts, rooftop bars and pools are only as great as their visitors, one must remember, and the Electric Beach Instagram account reflected this. The event’s followers could receive updates, receive RSVP information and check out future renditions.

Love for Beer and Everything Music

Beer and music match well, and Corona didn’t cut corners in tying multicultural Millennials to Corona via EDM. Each Electric Beach program prioritized the music world’s biggest listeners, and the brand’s inclusion of local artists, musicians and cultural gurus has only enhanced its popularity.

Where local artists are considered, social media influence is an undeniable factor. Sure, Instagram might’ve been at the event’s front-and-center angle, but it didn’t receive all the attention. Facebook and Twitter are notorious Twitter accessories, and each promoted Corona via EDM. Music, while a wonderful addition to any beer-heavy event, rarely gets the cultural attention it deserves. Corona’s event serves to rework the way marketers view classical promotion with tunes. Electric Beach isn’t going anywhere, and that’s certainly fine. After all, the world of marketing deserves a little excitement during late night hours.