Hispanic Insights to drive Disney’s “McFarlandUSA” Campaign

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_online

Portada Staff

MORE FROM PORTADA


4 Essential Takeaways From Portada New York’s Conference

4 Essential Takeaways From Portada New York’s Conference

#PortadaNY was a great opportunity for attendees to discuss passion-point marketing's most imminent issues. Karina Masolova, Contributor at Large for Portada, has put together the following recap of essential takeaways from yesterday's panels.


#PortadaNY Soccer Marketing Key Takeaways from Allstate, Comcast, NYCFC and Scouts Sports and Entertainment

#PortadaNY Soccer Marketing Key Takeaways from Allstate, Comcast, NYCFC and Scouts Sports and Entertainment

Portada New York included two sports marketing panels, featuring Portada board member and Allstate Director of Sports Marketing Daniel Keats, Comcast’s Hispanic Marketing Director Alejandro Solorio, Portada board member and EVP, Managing Partner, Scout Sports and Entertainment Michael Neuman, and Jon Patricof, president of the New York City Football Club.