Corona / Vans Park Series
To introduce, negotiate and activate Coronas as main partner to the The Vans Park Series (a.k.a. the Sweden stop for the park terrain skateboarding world championship tour) organized by Vans international and Malmö Stad. The operation had to be aligned with and recognizable as global Corona activities, yet local enough to respond to the inclusive standards of Malmö Stad and attract the audience in an outstanding way.
A pre-party was arranged with Vans and legendary Skate Shop Streetlab the night before the tour started. Riders, fans and press met and mingled on the pavement in the evening sun. Three bars and a VIP bar was created in a highly Instagrammable set-up in the VPS area, using a custom designed pallet architecture featuring sustainable, temporary design elements. Lastly, Corona was the beer of choice at The VPS finale.
The activation during VPS granted a very high PR-value among the skateboarding world elite, influencers and press. All in all 40 000 guests visited VPS. The event was also broadcasted globally with 300 000 viewers. The pallet architecture and subtle mood shift elements enabled Corona to build strong brand presence without over usage of logos or signage.