Ford is going to continue to run digital media ads in 2010 to support its NFL-Hispanic effort around the Super Bowl. This year the NFL run a microsite called TuPasion.NFLatino.com (translating to YourPassion.NFLatino.com), spawned from NFLatino.com, the property it built with Univision three years ago. The test campaign run during Super Bowl season" to capture the attention of young Hispanic men when the NFL is highly publicized. “The campaign saw somewhat modest returns, seeing an average of 128,000 visitors and 28,000 uniques a month. A high point in the data: 91 percent of those who registered posted content.” Alberto Ferrer, director of digital and direct marketing for The Vidal Partnership noted at a Hispanic Conference organized by Latino Media and Entertainment Commission’ and LatinVision, last week in New York City.
"I think, in general, outside the NFL, there's a misconception that Hispanics don't like football, that they just like soccer," Ferrer said. "But there's the element of the 'closet NFL fan' in the Hispanic community that we are trying to help bring out, by letting him know it's alright to show that you are a fan."
Under a $2 million initiative, IBM is donating 1,000 Young Explorer(TM) computer centers to preschool and early childhood programs in areas with populations of 40 percent or more Hispanic as part of the IBM KidSmart Early Learning program. The program includes teacher training and curriculum targeting children between the ages of 4 to 7 years old. The grant is part of an overall effort by IBM to support education within the Hispanic community, the fastest growing part of the U.S. population. According to the U.S. Census Bureau, Latino children are more likely to drop out of high school than any other ethnic group in the U.S. Furthermore, Latinos are significantly underrepresented in technical and engineering professions according to the National Action Council for Minorities in Engineering 13 regions in the U.S. receive the computer learning centers. They are Orlando, Miami, Tampa, Chicago, Los Angeles, New York, Dallas, Austin, Minneapolis, Tucson and Yonkers, New York.
The KidSmart program also includes access to the KidSmart web site, which provides helpful information for teachers and parents on early childhood learning and technology. The web site is also available in 8 languages including Spanish.
- Dynamic Response Group
Dynamic Response Group, Inc. announced that it will start a national media campaign to roll-out its Medico Express diabetic supply products to the Hispanic market. The company will begin airing television infomercials on Univision, Telefutura and Telemundo the three most watched Hispanic speaking stations. As the only company nationally addressing this niche, Dynamic Response Group (DRG) projects revenues from Medico to reach $13 million in 2010 more than tripling to $40 million by 2011.
- United Health Care
UnitedHealthcare`s PlanBienSM is now available in Colorado. PlanBien incorporates linguistically accurate and culturally relevant health information and customer service programs into its plan designs at no extra charge, ensuring the coverage is tailored to meet the unique health care needs of Hispanics. These resources include printed and online materials in both Spanish and English and information about health topics of particular interest to Hispanics, such as diabetes management and heart health. Plan participants also have access to bilingual customer care professionals who can answer questions and help locate Spanish-speaking physicians.
An online directory identifies physician offices with Spanish-speaking doctors and staff. PlanBien is currently offered in Arizona, California, Florida and Texas as well as Colorado.
Dr Pepper Snapple Group (DPSG) is pulling out the stops to get 7Up's sales bubbling again. Last week was the official network and cable launch of the brand's "Ridiculously Bubbly" campaign.
7Up has also been wooing Hispanic consumers via a partnership with NBC Universal's Telemundo, now in its second year, employing Telemundo's TV, online, mobile and retail channels. This past summer, a "7 Dias de Sevenisima" campaign featured a 7Up sweepstakes promoted via in-store videos and in-store appearances in Los Angeles by TV hostess Penelope Menchaca.
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!).