ABOUT

Sports remains one of the greatest socialization mechanisms in the world — it communicates values without relying on any one language, and its most successful participants are known and respected globally. However, everyone should have equal access, opportunity, and experience in sports — regardless of their sexual orientation, gender identity or gender expression. Athlete Ally’s mission is to end homophobia and transphobia in sport and to activate the athletic community to exercise their leadership to champion LGBTQI+ equality.

Karaoke is a team sport, too. You can go up there alone, but it’s always more fun with your squad and an entire community supporting you and cheering you up. So, in partnership with Athlete Ally we hosted Corona karaoke events that put a competitive team sport spin on traditional karaoke.

We launched different events across our key markets in Chicago, Denver, Los Angeles, San Francisco, New York, Dallas, Phoenix, Atlanta and Miami where groups of friends performed karaoke songs together as a team for a chance to score points, win swag and be crowned Team Karaoke champions— all while giving back to the community through Corona’s partnership with Athlete Ally.

To bring the partnership to life, we engaged a combination of national drag scene talent and LGBTQIA+ athletes that could connect authentically with the LGBTQIA+ audience to drive awareness of our events. We also leveraged short-form video content across Social platforms on owned and influencer channels.