Modelo celebrates Día de los Muertos by enabling fans to pay homage to the dead via Facebook Live.
We created a crowdsourced ofrenda (shrine to honor the deceased) on Olvera Street — the birthplace of Mexican culture in Los Angeles. Viewers from around the world participated in real-time by submitting names of loved ones as offerings. Marigolds, candles, sugar skulls and Modelo bottles quickly filled the tiers of our ofrenda as submission rolled in.
A Facebook Chat Bot was developed to educate our general market viewers about the holiday and gather user-created offerings to be placed on the ofrenda.
14 unique assets. Over 40,000 Facebook Live views. 75 million impressions. Modelo contributed more dollar growth than our competitors during Día de los Muertos to the tune of $32 million total.