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Sales Leads: Boost Mobile, McDonald’s, Tecate, Sega – Wii, Amway, Lifestyle Lift….

A weekly summary for Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.


  • Boost Mobile

Boost Mobile is running a new integrated marketing campaign that reaches out to a Hispanic audience. The new campaign is an extension of the “Sin abusos” campaign, which launched back in February, DM News reports.

The new iteration of the campaign is called “By accident,” and plays on the idea that Boost does not offer any hidden charges to its pay-as-you-go cell phone service. The campaign, which launched last week, will run through the end of the year.

The creative emphasizes consumer control and pushes the three different Boost offerings: the No-contract wireless plan, the $50 Monthly Unlimited Plan and the operation in the Nextel Nationwide Network. It targets Hispanics, primarily age 18 to 34.

The media buy includes national TV, radio, billboards and outdoor ads. The creative was developed by iNspire, Boost Mobile's Spanish-language advertising agency of record.


  • McDonald's

As part of its ambitious McCafé marketing effort this summer, McDonald's has launched its first mobile campaign focusing on the Hispanic market in New York City. Through a promotion begun earlier this month, McDonald's is giving away some 10 million samples of mocha-flavored beverages on "Mocha Mondays" as part of its broader push behind the new McCafe coffee line.

Working with mobile ad network Millennial Media and agency d’expósito & Partners, the restaurant chain will specifically target New York's Hispanic audience with Spanish-language mobile banner ads that allow users to opt-in for SMS text reminders about the free McCafé Mochas as well as local events.

McDonald's is among the marketers seeking to tap the large and active Hispanic population on mobile phones. The New York Hispanic population McDonald's is targeting through this mobile campaign is about 2.3 million. For the national McCafé effort launched this spring, the company was expected to spend more than $100 million across TV, print, radio, outdoor, online and other outlets.

McDonald`is also currently advertising in Hispanic newspapers including Viva New York, the New York Daily News supplement targeting New York`s latin population.


  • Tecate

Mexican Cerveza brand Tecate wants to give its cans and bottles "caracter." The brand's first redesign since 2005 includes packaging pegged to evince boldness and masculinity, which align with Tecate's "con caracter" ad campaign showing Mexican-American men working, taking care of family and playing.

Earlier this year, ESPN and Tecate inked a deal, giving the latter sponsorship of the network's Spanish and English TV, radio and online boxing content, and title sponsorship of Tecate Friday Night Fights Studio. Tecate also got sponsorship of seven Golden Boy fights on ESPN.

Carlos Boughton, brand director, says Tecate — which focuses marketing on Mexican-Americans — will put most of its sports-sponsorship muscle behind boxing, and develop programs that make fights accessible to Hispanics through integrated marketing campaigns.

"The new packaging will be seen in collateral materials supporting our efforts for this fight, which include a commemorative can, mail-in rebates, retail promotions with renowned boxers and radio personalities, POS and tailored TV ads."


  • Sega – Wii

Sega is out with its largest Hispanic-targeted marketing effort to date. The Wii title launched is “Daisy Fuentes Pilates”.

"While we've done little bits and pieces [of Hispanic-targeted marketing] over the years, this is our strongest effort to date," Rick Naylor, Sega's senior director of marketing, tells Marketing Daily. "The packaging is completely bilingual in English and Spanish, and the advertising has all been in [both]."

The marketing effort includes print advertisements in Hispanic publications such as Latina, People en Español and the Spanish-language version of Cosmopolitan. Sega will also advertise the title, which launches Tuesday, on several Hispanic-targeted online sites. In addition, the Fuentes and Sega representatives will launch a public relations and event marketing effort that targets Hispanic media.


  • Lifestyle Lift

Lifestyle Lift has assigned Miami based The Group – Advanced Marketing and Advertising its Hispanic efforts and online marketing support. Lifestyle Lift, a facial rejuvenation national network of clinics sought out The Group in their plans to market to the ever-growing Hispanic segment in the first half of the year. “We called on The Group because of their expertise in positioning and launching brands into the Hispanic segment”, said Steve Hanson, chief marketing officer at Lifestyle Lift. Upon winning the business, The Group was also assigned responsibilities to redesign Lifestyle Lift’s corporate website for the general market and Hispanic, working together with their online division in the development of strategic solutions for acquisition.


  • Amway

Ada, Michigan-based Amway Global tapped d’expósito & Partners as its Hispanic agency of record. “Drawing upon extensive experience and research,” said Jori Hartwig, VP Marketing, “we are working with d expósito & Partners to craft a uniquely effective strategy to engage what is perhaps the fastest-growing segment, as reflected by our country's changing consumer landscape.” The agency was selected after an extensive search.

The Hispanic program is expected to launch later this year, and activity will consist of advertising, experiential and CRM. According to Amway’s executives the goal is to raise awareness of Amway Global as a company, as well as two of its brands, Nutrilite and Artistry. 

Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).

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