LINKAGE: Beer and Pizza, Muchachos!

A recap of major news on the Marketing and Media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.

heineken uefaHeineken Takes a Replay for UEFA Campaign

The beer brand was late to the party, but its first-ever Hispanic TV campaign on Fox Deportes scored so well that it's signed on again for the 2015 season. The 2014 campaign included commercials and bumpers on-air during games, plus placement on the Fox Deportes website. Heineken and Fox used Twitter Amplify to promote #sharethesofa, an initiative that let soccer fans interact with players in real time. A contest promo on Foursquare asked fans to link their accounts to Heineken in order to win prizes and a trip to Europe for live games. Results were record-breaking, according to Multichannel News.

Corona Extra Doesn't Need Extra Hispanic Campaign

Maybe because the Latin angle is baked into its brand, Corona Extra will use the same creative approach for Hispanic and general-market campaigns this summer. Two ads, created by Cramer-Krasselt and La Comunidad, will run on TV and digital channels. La Comunidad spot's includes both an English- and Spanish-language version.

John Alvarado, vice president of marketing for Constellation Brands' beer division, told Adweek that multicultural millennnias perceive Corona as a multicultural brand, anyway.

Multi-media Millennials

Maybe Alvarado read this article from Latin Post rounding up recent research from several sources showing that Latino millennials are mobile-happy and also happy to receive media content in Spanish and English. A followup article notes that a whopping 90 percent of young Latinos use mobile banking.

TN-255989_LaChingona_uncensoredThat's a Spicy Pizza

Pizza Patrón's Latin-inflected La Ch!#gona pizza was its most successful limited-time-offer offering in the chain's history. Was it the chilis or the social media campaign? When radio stations refused to air spots using the C-word, Patrón took to Twitter to complain it was being censored for "speaking Mexican Spanish." The result was not only más pizza sales, but also a U.S. Hispanic Idea Award.

 


Susan Kuchinskas @susankuchinskas

Susan has been covering digital media since they were invented. She began her career as a design writer and then became a senior reporter for Adweek, covering the launches of Google, Amazon, Overture and DoubleClick, among many others. She was a senior writer covering marketing for Business 2.0, and then helped found M-Business, a magazine about the mobile industry that, in 2001, was way before its time. Since 1993, she's reported on the internet, digital culture, technology and science. Her work has appeared in Mediapost, ClickZ and other digital publications, and she consults on content strategy for technology and financial clients from a home office in the San Francisco Bay Area.
Susan reside en la Bahía de San Francisco, muy cerca de Silicon Valley y ha cubierto los medios digitales desde que se inventaron. Empezó su carrera como reportera de diseño y luego ocupó la posición de reportera senior de Adweek, cubriendo los lanzamientos de Google, Amazon, Overture y Doubleclick, entre muchos otros. También fue reportera de mercadotecnia en la revista Business 2.0 y luego ayudó a fundar la revista M Business, una publicación sobre el Mercado del móvil que se lanzo antes de que llegara el auge de ese vehículo. Desde 1993 ha reporteado sobre Internet, cultura digital, tecnología y ciencia. Su trabajo ha aparecido en Mediapost, ClickZ y otras publicaciones digitales.

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