Lost on the Corona Beach
I realize that looking at a beer website in a hot summer night with cannot produce an objective review… but I’ll give a try anyway and if you read this post until the end you’ll see… The destination is the Corona Beach, (not so) recently launched by Big Spaceship.
The site is beautifully designed. And this is it. There are a few very good TV spots to watch, wallpapers to download and a gallery of print ads, nothing more than this. However everything is beautiful, sunny and saturated enough to make you wish for a beer.
However, for a brand like Corona I don’t think a beautiful but content flat website can work in the long term. You simply have no reason to come back nor to tell your friends about it. We all know how difficult (and expensive) it is to generate clicks with an online media campaign, this brings me to the (obvious) conclusion that any website one puts online must be conceived to either generate repeated visits (over time, not necessarily daily or weekly) or word of mouth. Of course if you both things you rock. If do none of the two, then you suck.
What do you think? Is one-visit branding still worth the investment in today’s online landscape?