We turned to Facebook Live to create an interactive experience that enabled fans to ‘celebra la vida.’
An actual, traditional ‘ofrenda’ was built on Olvera Street in downtown Los Angeles – 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 submissions rolled in.
With over 40,000 Facebook Live views and a robust calendar of paid content for the weeks preceding the holiday we generated over 75 million impressions. Modelo contributed more dollar growth than our competitors during Día de los Muertos to the tune of $32 million total.
A Dia de los Muertos chatbot collected contributions for the ofrenda and educated users about the holiday.
