Crown Imports has launched an online campaign for its Corona Light beer brand targeting people in their 20s.

The campaign promotes a movement for Corona Light to be the most “liked light beer on Facebook.”

People who like Corona Light on Facebook will be able to upload their photo to a 40-foot tall digital billboard in Times Square. The Times Square billboard will go live on November 8 and run through December 6. Images captured from across the square are posted to Facebook so participants can share photographic evidence of themselves in a Corona light ad on display in Times Square.

Online ads pointing people to the Facebook promotion will appear on sites including Break.com, Tremor and NFL.com.

The Facebook promotion was created Pereira & O’Dell, the digital agenc7 of record for Crown Imports.

“Corona Light is taking a more active, social positioning and our ‘Most Liked Light Beer’ digital campaign is the ideal way to make Corona Light active in the digital space and drive engagement and relevance with our consumers,” said Jim Sabia, executive vice-president of marketing for Crown Imports, Corona Light’s exclusive U.S. importer.