LINKAGE: Maleficent’s Hispanic Groove, Toyota and AT&T, Political Ad Dollars
A recap of major news on the marketing and media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.
How Maleficent Got Her Hispanic Groove
Casting a Hispanic star or throwing some Spanglish into the marketing isn't the only way Hollywood studios can attract Hispanic audiences. Sometimes, tweaking the marketing to appeal to consumer values can do the job. In the case of the Disney film Maleficent, movie marketer Jaime Gamboa of Soda Creative knows that Hispanic families like to go to movies together, so he recut the trailer so that it wouldn't be so scary for little kids. See the original and recut trailers on The Wrap. It paid off: 25 percent of the opening-week audience was Hispanic.
AT&T Hooks Up with Vice to Reach Hispennials
Actually, the mobile carrier is working with Virtue, the more family-friendly-sounding offshoot of edgy Vice Media, for #BetweenTwoWorlds, an advertising and social media campaign to reach acculturated Hispanic Millennials. Latino Post notes that one of the video spots uses Spanglish, the fluid merging of English and Spanish, to illustrate this demo's "ambicultural" lives. Ads will run in print (People en Español and Latina Magazine), TV (National Spanish TV in programming targeting Millennials + 5 bilingual networks), digital (Spanish sites targeting Millennials) and social (Spanglish content in Facebook/Twitter/Tumblr, and the campaign uses the hashtag #BetweenTwoWorlds.
Toyota Will Compete Hard for Hispanics
Automakers are racing to attract Hispanic consumers. At the National Council of La Raza on Saturday, Bill Fay, group vice president for U.S. sales, told Bloomberg that Toyota will fight to maintain its lead as the top-selling auto brand among Hispanics. He told Bloomberg, “We’re trying to cover all our bases and reinforce the strength of the product and involvement in the different communities.” He noted that Nissan and Ford are among the brands looking to grab some share.
Dems Dropping Political Ad Dollars
The Democratic Congressional Campaign Committee has begun making TV buys on Spanish-language stations in some key Hispanic markets, according to the Sunlight Foundation. Republicans, not so much. One exception is Texans for Greg Abbot. His Republican gubernatorial campaign has spent more than $180,000 in San Antonio. The hottest market for political ad spending on Spanish-language TV, not surprisingly, is Miami.
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