Hispanic Insights to drive Disney’s “McFarlandUSA” Campaign

McFarlandUSA

What: McFarlandUSA's marketing campaign will be led by Hispanic insights. The movie is produced and distributed by Walt Disney Pictures. The release date recently was postponed from November 2014 to February 2015.
Why it matters: Even in movie marketing which often appeals to general and universal themes, campaigns are lead with Hispanic or multicultural insights. Multicultural is a top priority for The Walt Disney Company.

McFarlandUSAMcFarlandUSA's marketing campaign will be led by Hispanic insights. The movie is produced and distributed by Walt Disney Pictures. The release date recently was postponed from November 2014 to February 2015."This is the first campaign in my one-year tenure at OMD Entertainment which will be truly driven by Hispanic insights,” Vanessa Vigil, Associate Director, at OMD Entertainment, tells Portada. (More on how Disney targets Multicultural consumer here.
Starred by Kevin Costner, “McFarland USA” is  based on a true story, and centers on a coach in a predominantly Hispanic California town who creates a high school track team that overcomes social and physical hurdles to become champions during the 1980s.

We know Hispanics are a vital segment for our business, and Disney films provide the family experience that is a core value for them.

OMD Entertainment's Vigil adds that “Multicultural audiences over index in all entertainment categories and are pop culture leaders among the general public.”  She notes that multicultural is a top priority for her client The Walt Disney Company, across all their lines of business. "We know Hispanics are a vital segment for our business, and Disney films provide the family experience that is a core value for them. We carefully consider our reach of multicultural audiences when planning our campaigns; with a balanced media mix including a combination of in-language and general market media plus specific creative efforts that reach this audience.”

Related Article: What you need to know to market movies in today's America

 


Editorial Staff

Portada Staff

MORE FROM PORTADA


Growing Hispanic Retailers Impact Overall Grocery and Food Trends

Growing Hispanic Retailers Impact Overall Grocery and Food Trends

Not only are Hispanic and ethnic supermarkets a growth sector, but multicultural consumers also substantially influencing grocery and cuisine trends of the overall U.S. population.


The 4 Keys of Marketing Alcoholic Beverages to Millennials

The 4 Keys of Marketing Alcoholic Beverages to Millennials

We talked to Manny Gonzalez, Senior Director, Multicultural, at Moet Hennessy US, about the challenges of marketing alcoholic beverages to Millennials in the US.