Universal Music Latin Entertainment (UMLE) has partnered with beer brand Corona Extra in a Summer program that allows fans to visit a special Corona site, download music from UMLE’s catalog and compete for a series of prizes that range from signed guitars and CDs to concert tickets.
The “Corona Celebra Nuestra Música” (Corona Celebrates our Music) program gives fans access to a “Corona Jukebox” at CoronaLatino.com from where they can choose from more than 350,000 free songs from UMLE’s catalog, interact with other users and play games that award points, allowing fans to “unlock” music. The site offers fans multiple ways to participate, including viewing videos and streaming songs. As engagement grows, fans can unlock other weekly prizes, including concert tickets, CDs and the chance to win a grand prize VIP trip to a UMLE party in Las Vegas.
The UMLE program builds on the success of Corona Extra’s partnership last year with rock band Maná, where fans could visit a Corona Extra site and download covers of Maná hits recorded by other stars, including Fanny Lú and Joey Montana.
The new program is far more extensive and complex, involves different kinds of content and also provides many more layers of interaction. The program will run through July 31.