Modelo launched a Be a Part of the Story campaign with multiple agencies that span 3 seasons including soccer, Day of the Dead, and football, while activations and sweeps rounded out the program.
A key activation element was an image overlay filter that changes your photo to a Modelo mosaic-inspired piece of artwork. By taking a photo, you choose between multiple filters based on color schemes and program season. When you share your mosaic photo on social media you get an entry submission. It was very successful in on-premise accounts.
Point of Sale elements accompanied the digital activation to spread the word of the program and encourage sweepstakes entries.