Miller Lite Partners with Yahoo! Telemundo

As part of its sponsorship of the 2007 Copa de Oro soccer tournament (June 6-24), Miller Brewing Co. has teamed up with Yahoo! Telemundo to launch MillerLiteLatino.com.

The website features Miller Lite promotions, interactive content, event-related material, as well as advertising. While it is being launched in support of the Copa de Oro, the website will remain after the tournament's conclusion.

Miller is also developing “Mission: Futbol,” an online gaming experience that is intended to further engage soccer fans with the Miller Lite Brand. The object of the game is to get inside the stadium to attend the gold cup game of the player’s choice. Players can spend anywhere from a few minutes to a few hours playing the game and, more importantly to Miller Lite, interacting with the brand.

Dave Dixon, Miller’s senior director of Hispanic marketing said that the decision to partner with Yahoo! Telemundo was influenced by the company’s reach into the Caribbean and Central American markets, where Miller would like to establish a stronger presence.

Related Articles:

February 20, 2007: Yahoo! Telemundo Features Liga Fantastica Mexicana

Mar. 26, 2007: Yahoo! Telemundo Partners with WSJ en Español


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.


Loyalty, Brand Preference and the Economy Segment Traveler  

Loyalty, Brand Preference and the Economy Segment Traveler  

With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.


Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.