• NBA launches bigger push for Hispanic fans

The National Basketball Association started last week a bigger push to attract Hispanic fans, launching multimillion-dollar marketing campaign as well as a new Hispanic website.

The U.S. sports league said the marketing campaign — called ene-be-a (which is the Spanish pronunciation of NBA)– will include television, Internet and radio advertising, as well as special events and consumer products, plus a new website with more dedicated content (www.nba.com/enebea) aimed at Spanish-heritage fans, who currently make up 15 percent of its fan base.

The NBA campaign was developed by  Bromley Communications, owned by French ad company Publicis Groupe SA.

To promote the campaign's digital elements, the league launched Spanish- and English-language broadcast ads on October 19. Those ads promote the microsite www.nba.com/enebea, which was launched October 16, as a call to action. On the site, users can watch news, view photo galleries and click to interact with Éne-bé-a on social networks like Facebook and Twitter.

Éne-bé-a will also launch webisodes featuring Latino players and stressing the importance of passionate fans and game attendance in the first quarter of 2010. Spanish language telecasts will be available on ESPN Deportes during the regular season, which begins next month, and the conference finals. The NBA also airs hundreds of Spanish- language live-game radio broadcasts each season through station partnerships in 10 cities with league franchises.

In terms of media buying, this campaign also marks the first time the NBA is targeting Hispanics outside the NBA's own media assets. Ads are playing on Telemundo, Fox Sports en Español, CNN en Español, Mun2 and MTV3. While the main target demographic is consumers 18 to 49 years of age, the NBA is also reaching out to even younger viewers.


  • Time Warner On-Demand

Univision and Time Warner Cable are partnering to launch a new video-on-demand service for Spanish-language content, called Lo Mejor On Demand ("The Best On Demand").

Lo Mejor offers Time Warner Digital Cable customers a range of free programming drawn from Univision and its sister cable networks TeleFutura and Galavision. The launch of LMOD comes six months after Time Warner and Univision announced the renewal of their partnership.

The new free video-on-demand service was launched with some fanfare last week in Times Square, NYC, with live public broadcasts of popular Univision shows, including Despierta America ("Wake-Up America"), Escandalo TV ("Scandal TV," which Univision translates as "Showbiz TV") and El Gordo y La Flaca ("The Fat Guy and the Skinny Girl," which Univision translates as "The Scoop and the Skinny").


  • Creación Marketing Communications

Creación Marketing Communications launches by former Mindshare Partner/Director of Multicultural Planning Halim Trujillo. Creación will be a Hispanic marketing strategy and brand architecture boutique in Chicago that will focus on creating the ideal marketing foundation for those advertisers looking to connect with Hispanic consumers.

Halim Trujillo will be the Chief Strategist and Principal of the boutique while creative duties will be handled by Spaniard award winning creative, Pablo Calonge.

Creación sums up solid experience with more than 75 global brands across multiple categories. Some of the brands that Halim and Pablo have worked on prior to the launch of Creación include Kraft, Warner Lambert, Mercedes-Benz, Dodge, Chrysler, Jeep, Lowe’s, Shell, Energizer.


  • Children International

Northern Lights Direct Response has created a Spanish long-form direct response television (DRTV) campaign for Children International, the Child-welfare organization, and will also handle the media buy.

"Niños al Borde" ("Children on the Edge") draws attention to the plights of Yanuel, Manase and Jennifer – children who are trapped in poverty-stricken communities around the world and urgently in need of help. It also features testimonials from Children International sponsors, including Brady Bunch star, Maureen McCormick, who visits Manase and witnesses her heart-wrenching reality.

"Through DRTV, we have been able to assert our brand power and communicate our message to television viewers, and we believe it's time to pay closer attention to the underserved but rapidly growing Hispanic market," says Brian Anderson, Vice President of Marketing and Development for Children International.


  • News America Marketing: Kotex, Huggies, Trident, Jimmy Dean, Kellogg and Tyson

SmartSource, published by News America Marketing, a division of News Corporation, went mobile yesterday Sunday, October 25th. For the October 25th launch there were coupons from Kotex, Huggies, Trident, Jimmy Dean, Kellogg and Tyson, totaling $17.50 in savings and ranging in value from 50 cents to $3.00. The coupons will remain available until November 8th. The SmartSource Magazine coupon insert carried a message to 68 million households, that they can get additional coupons by texting the word “coupons” to the number 87415. In response, thirteen exclusive coupon offers will be sent to their phone with an opt-in prompt asking for their e-mail address and permission to send them additional mobile offers in the future. The coupons will then be sent to the e-mail address that’s entered, allowing the consumer to print them at their convenience using SmartSource.com’s secure printable coupon technology.


  • Cinemio

Cinemio launched online in order to offer high-quality Spanish-language films, Cinemio is the first website of its kind to provide an authentic source for Latino entertainment while promoting community to its members through social media and forum discussions.

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Cinemio's diverse selection of titles, ranging from feature films to Spanish-language movies independently produced, grows with an addition of 3 new movies each week to its already established library. Cinemio has partnered with Distrimax, Mexico's largest film distributor, to provide users with streaming videos, downloadable DVDs, and the option to order movies on DVD, shipped directly to the buyer. Distrimax is a well-known, reputable film distributor, working with major companies such as Lions Gate. Most movies available on Cinemio are accompanied with a trailer for users to view before making a purchase.

Currently, Cinemio is available to users living in the United States, Canada and Puerto Rico, giving residents with an interest in Latin culture and entertainment a reliable resource for just that.


  • Fuel Economy-Ahorremosgasolina.org

The feds are setting up a Spanish-language version of their popular fuelconomy.gov website, which provides official government data on fuel economy and tailpipe emissions for thousands of vehicles.

The site, www.ahorremosgasolina.org (“Let’s save gas”), currently provides only a condensed rendering of the government’s key fuel economy data, which covers every car and light truck sold in the United States dating back to the 1884 model year. It also has a Spanish translation  of the English-language site’s “Gas Mileage Tips” section.

More pages of the site will be translated into Spanish in the near future, according to a spokesman for the Department of Energy’s Oak Ridge National Laboratory, which maintains the site in partnership with the Environmental Protection Agency.


  • Izmo Media-Carsite Automotive Portal Platform

IzmoMedia (www.izmomedia.com), a Business Solutions Provider for the Media Industry, announced the release of its Carsite Automotive Portal Platform in the Spanish language. izmomMedia’s Carsite Automotive Portal Platform provides media companies the ability to cross monetize their existing online traffic and provide a new platform to automotive dealers for advertising.

The Carsite Automotive Portal Platform provides powerful functionality for listing and search of new and used vehicles, dealer listing and advertising. Carsite is built around the izmocars (www.izmocars.com) interactive media content that engages viewers and provides an immersive user experience that turns browsers into buyers.


  • Pizza Patron

Pizza Patrón, the premier Latin pizza brand, announced a same store comparable sales increase of 8.8 percent for August 2009. The company attributes a recession-busting promotion, increased ad spending and highly targeted marketing efforts to its increase in sales and customer traffic. The three month long, Monday through Wednesday 'Dia del Patrón' promotion was successful in increasing both Pizza Patrón's market share and sales. During the first three weeks after related direct-mail pieces arrived to Dallas area homes, Pizza Patrón saw Monday through Wednesday same store comparable sales increase nearly 50 percent over the same period last year and the number of pies sold increased 115 percent over last year.

'Dia del Patrón' ran July through September in most markets and was extended through October due to the customer response and high demand. The promotion features the company's 12-inch medium Amigo Pizzas™ with pepperoni priced at $2.99 each — with no limit on purchases.

"We decided in late 2008 to focus on the neighborhoods within two miles of each store in 2009, and it has worked tremendously. This customer appreciation program has been very successful in each of the markets in which it was launched," said Andrew Gamm, brand director for Pizza Patrón. "The ultra-competitive pricing and unbeatable values have strengthened our relationship with current customers and expanded our market share tremendously this year."

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!).


Portada Staff

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