Forget the Ball Drop. Corona Is Organizing a Lime Drop at 5:55 p.m. for Cinco de Mayo

As completely invented, marketing-driven rituals go, Corona Extra has a fun one on its hands with the #LimeDrop, a campaign the Mexican brewer is running across social media for Cinco de Mayo.

R/GA Chicago, Ketchum and Constellation Brands teamed up to create the campaign, which urges people everywhere to drop a lime into their Coronas at exactly 5:55 p.m. on 5/5. OK, so it's not the most fascinating brand activation ever, but Corona has gotten a few celebs involved, including Aaron Paul and Jon Gruden, who recorded the videos below.

Aaron Paul is getting close on his #LimeDrop. Check out how he plans to drop his lime at 5:55pm on 5/5!https://t.co/5BUT663dDp

— Corona (@coronaextrausa) May 4, 2016

Jon Gruden knows how to draw up a #LimeDrop.
See how he's getting ready for 5:55pm on 5/5.https://t.co/dI1YwYsVUo

— Corona (@coronaextrausa) May 3, 2016

The Corona Extra social team will working late into the night urging fans to share their lime-drop photo with @CoronaExtraUSA on Instagram or Twitter using #LimeDrop. The brand will then customize the photos, "Cinco-ifying" them with festive designs.

CREDITS

Client: Corona Extra – Constellation Brands Beer Division
Chief Marketing Officer: Jim Sabia
Vice President, Brand Marketing: John Alvarado
Senior Media Director: Joanne Coleman
Digital Marketing Director: Sally Boots
Senior Brand Manager: Alex Schultz
Senior Brand Manager: Carelys Hepburn
Brand Manager: Saul Trejo
Associate Brand Manager: Susie Robberson
Associate Brand Manager: Joe Richardson
Associate Brand Manager: Lee Gamlin

Agency: R/GA
Executive Creative Director: AJ Hassan
Creative Director: Jeff Canzona
Associate Creative Director: Lizz Pietrus
Copywriter: Mikinzie Stuart
Copywriter: Peter Toutant
Design Director: Jessica Bergstresser
Design Director: Monina Velarde
Designer: Adam Daniels
Social Strategist: Daniela Vieira
Community Manager: Sebastian Ibarra
Strategist: Tyler Moore
Analyst: Sunny Lee
Managing Director: Jeff Brecker
Account Director: Dan Baker
Account Supervisor: Neal Erickson
Executive Production Director: Charles Chung
Senior Producer: Cathy Hughes
Senior Content Producer: Julie Benevides
Associate Producer: Nicole Poull
Director, Business Affairs: Stephen Bernstein
Business Affairs Managers: Mairead Murray, Lynda Blaney-Smith