A summary for Advertising Agencies, Corporate Marketers and Media Sales Executives, to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
- Microsoft – Xbox
Mark Stockdale has been appointed Director U.S. Hispanic Xbox Live, the online service for Xbox 360, at Microsoft. Stockdale previously worked as Director Hispanic Marketing at T-Mobile. Microsoft Corp. recently announced a partnership with Univision for its Xbox 360 video game console as it seeks to convert it into an all-purpose media device.
Blockbuster, a subsidiary of DISH Network Corporation is adding a new Cine Latino movie section in more than 200 stores. The new section will offer classic and new Latino movie titles for viewers of all ages, in a standalone area adorned in celebration of Latino film culture. Dedicated to celebrating the Latino genre of film, Cine Latino features a wide variety of popular titles, including: "Los Inadaptados," "El Espiritu," "2033: Apocalipsis Futuro," "Pastorela," "A Paradise Under the Stars," "Manuela and Manuel" and "Bitter Sugar," among others. Fans of Eva Longoria will also have the chance to commemorate their shopping experience with a free mini poster with the rental of the DVD "For Greater Glory," at select stores while supplies last.
- El Jimador
El Jimador, 100 percent blue agave tequila, launched a Lucha Libre-themed Facebook campaign featuring Jimi "el Jimador" luchador as a vehicle to share the brand's story and convey its unique personality and attributes. Jimi is a jimador by day (an agave harvester) and a luchador by night, (a Mexican masked wrestler). The lucha-libre themed Facebook campaign is the kick-off to a larger platform that will include special appearances of Jimi, el Jimador during special events in various markets. Jesus Ostos, brand manager for el Jimador Tequila and Boxing Clever, the advertising agency, were responsible for the creative of the social media campaign.
Dish Latino, the Hispanic-targeted offer by Dish Network, has been growing steadily in the past few years, growing its advertising and marketing spend "substantially, in double digits," Alfredo Rodriguez, VP of marketing at DISH said during last week’s Hispanic TV Summit.
Orbitz announced the launch of Orbitz en Español, www.orbitz.com/es, a full-service Spanish-language travel website targeting the U.S. Hispanic market (read press release). In 2011 Orbitz spent about $22 million in measured media, according to Kantar. Earlier this year Orbitz hired Publicis Groupe’s Spark as its media agency. (Read our interview with Marie La Plante, Sr. Director of Brand Marketing at Orbitz.)
- Post Foods
Post Foods has partnered with Dominican singer Prince Royce to create branded-entertainment content for Honey Bunches of Oats leading up to the Latin Grammys, Mike Foley, brand manager, U.S. Hispanic at Export recently announced at Portada’s Sixth Annual Hispanic Advertising and Media Conference. Post Foods provided additional details about the partnership.
- Ram Truck
Ram Truck brand introduced a new bilingual Hispanic campaign, evolving 'A Todo, Con Todo' theme and featuring award-winning Latin musician Juanes. The brand created a new series of television, print and radio ads that will run regionally in the top-volume U.S. Hispanic markets for Ram trucks. The ads, produced in Spanish and English, will be placed on Hispanic television networks and stations such as Telemundo and Univision; in national Hispanic magazines including Automundo and ESPN Deportes La Revista; and in Spanish language local newspapers and radio stations in key Hispanic markets. The ads also will run on in-language websites. The television campaign consists of a 60-second commercial, titled "Anthem," and two 30-second spots. In addition to the TV spots, Juanes will be featured in "A Todo, Con Todo" digital advertising. The Ram Truck brand also will launch custom media programs this fall, linking Ram to Univision, Mexican regional music (Yahoo! En Espanol channel) and the Mexican Futbol soccer League. In addition, Ram is partnering with the Futbol de Primera radio network as the official partner and exclusive automaker in all World Cup. broadcasts. The "A Todo, Con Todo" campaign was created by Dallas-based Richards/Lerma agency, the Hispanic marketing arm of The Richards Group.
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