A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
- Fusion 2013
Ford’s new model Fusion 2013 is sponsoring a new app for the iPad introduced by Televisa’s Vanidades Magazine. The campaign also has print and digital media components. Fusion 2013 is also being advertised in Hispanic TV.
Heineken USA , the owner of the Tecate brand, selected iNSPIRE! to reach second generation Hispanics. iNSPIRE!’s responsibilities will include supporting billboard, radio and digital campaigns in key brand markets. Based on the success of Tecate’s Spanish-language creative among U.S. Spanish-speaking consumers, Olabuenaga Chemistri will remain the agency of record for all Spanish-language communications for the Tecate franchise and Indio in the U.S. MediaVest’s MV42 will continue to lead the media buying efforts for the Tecate franchise and Indio in the U.S.
Heineken launched the Heineken Champions mobile and Facebook app kicking off a nationwide competition for a chance to bring a grand viewing event of the UEFA Champions League final to the winning city on May 25. In connection with its sponsorship of the UEFA Champions League this year, Heineken will create an exclusive viewing party in the United States that is designed to provide an experience only the brand can deliver. Fans over 21 years of age can vote until mid-April for a chance to have the viewing party in their city by taking a photo of themselves enjoying an UCL match, uploading it to the Facebook tab or mobile app, and tagging their location. Every photo uploaded scores a point for their city.
- Western Union
Western Union and the Western Union Foundation have made a two-year grant commitment, supporting education and economic development programs offered through the U.S.-Mexico Foundation (USMF). The combined grant consists of $250,000 from the Western Union Foundation and $250,000 from the Western Union Co. to support the USMF Educational Transformation Fund, which provides educational opportunities to communities throughout Mexico, and the USMF Economic Opportunity Fund, which improves the economic opportunities for marginalized communities in Mexico. The total commitment of $500,000 supports USMF efforts to improve global access to quality education and economic opportunity, according to a release. “The Western Union Foundation is dedicated to creating a better world, where the ability to realize dreams through economic opportunity is not just a privilege for the few but a right for all. With the support of the Western Union Co., its employees and agents, the Western Union Foundation works to realize this vision by supporting education as a pathway toward a better future through Western Union’s Education for Better program,” said Patrick Gaston, president, the Western Union Foundation.
- Kia Motors America
Kia Motors America (KMA) announced today that it has signed on as the “Official Automotive Partner” for Univision’s “Nuestra Belleza Latina” (“Our Latin Beauty”), one of the network’s top-rated shows. The sponsorship includes on-air brand integration and related digital activations throughout the season including sponsored challenges for the show’s contestants using various Kia vehicles. Kia is also awarding this season’s winner with an all-new 2014 Forte compact sedan.”Kia’s U.S. marketing initiatives are focused on raising consumer awareness, perception and consideration for the brand, and sponsoring ‘Nuestra Belleza Latina’ is the latest effort to communicate and interact with the Hispanic community in authentic and meaningful ways,” said Michael Sprague, executive vice president, Kia Motors America. As the official automotive partner of “Nuestra Belleza Latina,” Kia’s sponsorship will include integrated segments such as a branded challenge and a branded recap that includes the contestants enjoying a day away from the competition with a Kia vehicle. Digital activations include 11 custom pieces for Univision.com with the contestants, a custom photo shoot of this season’s winner with her all-new 2014 Kia Forte compact sedan, as well as social media mentions via Twitter and Facebook.
- FAIR Health
Fair Health, an independent not-for-profit organization dedicated to bringing transparency to healthcare costs and out-of-network reimbursement, has launched the Spanish-language version of FH Consumer Cost Lookup® (consumidor.fairhealth.org or fairhealthconsumer.org). The free Spanish-language consumer website will help more people better manage their healthcare costs by providing free, independent and transparent health insurance information.Both the English- and Spanish-language versions of the FH Consumer Cost Lookup enable individual consumers to search and evaluate cost estimates for user-selected medical and dental procedures and services by geographic area. The tool also allows consumers to estimate the amount that an insurer will reimburse for services received out-of-network. Uninsured individuals can use the tool to obtain an estimate of the full cost of procedures in their geographic area.
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