Best Practices: Bello 51, reaching Young Hispanics through a Beauty Contest

The Bello 51 contest, produced and marketed by Yahoo en espanol and People en espanol, has marketing and advertising approach that goes far beyond traditional print and digital media vehicles. It includes event, social media and brand integration. That is why we think it deserves to be featured in Portada’s Best Practices Marketing to Hispanics regular feature.

Yahoo! en Espanol and People en Espanol just launched their fourth annual and user-focused Bello 51 ( contest to herald People en Espanol’s upcoming “50 Most Beautiful” issue.

Yahoo! en Espanol and People en Espanol have partnered on the Bello 51 contest for four years. Maybelline New York and Garnier has participated since the contest’s inception as sponsor. This year Wrigley’s Orbit Gum has been added to the roster of sponsors.

The Target

The contest was designed to engage the publication’s target young and bilingual Hispanic audience. Yahoo’s objective is to connect with highly-coveted demographics — in this case, young Hispanic male and females.

Bello 51

The Vehicles

Bello 51 participants submit their photos to the site in the hopes of being acclaimed People en Espanol’s “51st Most Beautiful” person. In addition to star treatment and extensive coverage on both partner’s sites, the winner will appear in People en Espanol’s “50 Most Beautiful Issue.”


The contest engages young Hispanics by offering the winner instant celebrity status as the “51st Most Beautiful” person. Consumers can submit photos through February 22, 2011 via the contest platform. Beginning February 23, the top 25 finalists will be posted and consumers will be able to view, comment, and vote on their favorite contestant photos and profiles. On March 1, 2011, the top five finalists will be announced.

Brand Integration

Bello 51 offers marketers looking to connect with the young Hispanic male and female demographic a unique platform. This year, the promotion’s sponsors Maybelline New York and Garnier and Wrigley’s Orbit Gum have worked with Yahoo! to seamlessly integrate their brands into Bello 51 contest components. For the duration of the Bello 51 contest, Maybelline products will regularly appear front and center to users through custom slideshows appearing on the contest website.

Wrigley, in its first year as a sponsor, will promote its own Orbit Gum brand by owning one of the challenges given to the top five contestants – creating a 60-second commercial for the Orbit Gum brand.