Published: 24th November 2009
Written by: Nicola Collenette
The grand final of Corona Extra's DJ competition will be broadcast on MTV following a new partnership deal with the music channel.
The Movida Corona event will take place at London’s Ministry of Sound on December 3.
The winner will play four more performances at the venue, have the opportunity to perform at a music festival in Madrid and mix a CD.
The Mexican beer brand is also running an advertising campaign on MTV to support the competition, which will celebrate its 10th anniversary next year.
The free event follows national finals in cities including Paris, Rome, Berlin, Copenhagen, Athens and Dublin.
Chris Lewis, director of marketing at Wells and Young’s, which distributes the brand, said: “Movida Corona captures the essence of the brand and further builds on the awareness and popularity of Corona Extra among key target audiences, helping to drive sales and increase distribution in both the off and on-trade.”
Angel Garcia Gomez, head of Corona Extra in the UK, said: “We are delighted this year’s event features a strong partnership with MTV. This further reflects the international positioning of Corona Extra and strengthens the brand’s association with music and lifestyle initiatives.”
The brand will also support the event with tactical advertising in national media, including Mixmag and DJ Magazine, as well as online through mtv.com, ministryofsound.com and Facebook.