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.
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Telemundo Media and Chevrolet have teamed up to create a new digital sports reality series, “La Cueva de la Fiera,” available on www.Telemundo.com/lacuevadelafiera. The first-ever reality digital exclusive series produced by Deportes Telemundo,is supported by a 360° degree promotional campaign.The weekly episodes, which launched in February, offer fans a glimpse inside Mexican professional soccer’s Club Leon. On-air promotion of the series involves promotional segments on Telemundo series including “Un Nuevo Dia,” “Titulares y Mas,” “Titulares Telemundo” and “Ritmo Deportivo.” The campaign also includes a digital hub with player profiles, game highlights and post-game interviews. Plus, “Pregúntale al Leon,” a social engagement program featuring Twitter chats and digital shorts with players from Club Leon, in addition to a custom hashtag fan engagement. Further digital content includes livestreams of Leon games and a special VOD episode of the complete “La Cueva de la Fiera” series.Viewers will be shown challenges faced by the Mexican soccer champion, including access to training camp, the stadium, the secrets of the locker room and moving stories of the fans. Fans will also experience game day situations along with the players, Gustavo Matosas and his team of coaches, and share moments with Rafa Marquez, the captain and star player of the league and the Mexican national team. Celebrity integrations with Club Leon captain Rafael “Rafa” Marquez with the Chevy Silverado will also be featured throughout the 10-episode run of “La Cueva de la Fiera.”
- Novo Nordisk
New York-based Prime Access has been appointed agency of record for the US Hispanic market for Novo Nordisk, a global health company focused on diabetes care. The agency will be in charge of branded and unbranded strategy development and execution as well as digital and traditional media planning and buying. It will also lead strategic development of Novo Nordisk’s diabetes franchise across other US multicultural markets.Both firms aim helping to improve diabetes prevention, care, and control for Hispanic health care consumers by addressing the psychosocial cultural aspects of the disease.
- Electronic Arts
WK Media will no longer handle Electronic Arts media business. The agency had been holding the company´s media business since 2005.Now Electronic Arts is in search for an agency. Resources International in Santa Monica, Calif. is managing the search expected to be finished in March, Adweek reports.. A’s relationships with its creative agencies and MediaCom, its media shop in overseas markets, remain in place. The company´s game titles include Madden NFL, The Sims, FIFA Soccer, Need for Speed and Battlefield.
Nationwide is launching this month a new TV Spot in which a leather-clad insurance pitchwoman is sneaking into a new dwelling: an apartment. The new ad, which will debut Thursday, was made by McKinney, Durham, N.C. Nationwide intends to transmit the company’s shift for the insurer as it puts more emphasis on selling renter’s insurance in addition to home insurance. The company´s goal is to sign up more young-adult customers who continue to delay home-buying in favor of renting and who are still truly not covered.However, while Nationwide is targeting renters, the insurer wanted the ad to also resonate for potential homeowners-insurance customers.The lead character, played by country singer Jana Kramer, replaces fire-damaged appliances like a toaster and coffee maker with new versions. As opposed to last year´s ad, the spot, which will get heavy play during March Madness, is set in an urban apartment rather than a home.
Here is the ad:[youtube https://www.youtube.com/watch?v=V5dhEala7xs&w=560&h=315]
AOL has signed a native ad pact with MillerCoors, which is worth about US $5 million, according to what industry sources have told Mediapost. Through this deal, audience data will be fielded from both social media channels and proprietary data from AOL Advertising, according to AOL Advertising’s CMO Erika Nardini. AOL has agreed to produce about 350 pieces of original content — including 100 videos -before the end of the year. At Miller’s request, each piece will appeal to male millennials, and plug Miller Lite, Coors Lite, Blue Moon, or Redd’s Apple Ale.The editorial content series, “Brew Pub Newsroom,” will extend to AOL properties including Huffington Post, Huff Post Live and the male-focused Mandatory.com.Among other integrations, Miller Lite is sponsoring a segment on HuffPost Live titled “Huff Bros Live,” which will feature millennial men and their thoughts on dating, sports and pop culture.
- Ashley Furniture
Ashley Furniture is looking for a new creative and media agency. The Wisconsin-based chain’s search is in the early stages and the retailer is offering up US$ 50 million of its annual media spending, according to what sources have told Adweek. Pile + Co., a Boston-based consulting firm, is managing the review.Zimmerman, a unit of Omnicom Group and Ashley Furniture´s current agency, has been working as its´ creative and media shop since April 2009.The agency intends to participate in the review process.
Trulia has launched its first national campaign called ´The Moment of Trulia´, in an attempt to draw the attention of home buyers, sellers, and renters to the online marketplace. According to Mediapost, US $45 million were invested in this campaign, which targets women ages 25 to 44. It will run across TV, radio, outdoor, online and mobile. The company´s goal is to get home buyers and sellers to download Trulia’s mobile app.
The campaign was created by FCB San Francisco with media strategy and planning by Initiative Media .It kicks off with “Look,” an ad showing a couple’s journey to find a home and how Trulia turns a moment of confusion into clarity:[youtube https://www.youtube.com/watch?v=eJCP3oNvSpM&w=560&h=315]
- AT&T,State Farm®, Kohl’s, Chrysler , Universal Orlando Resort
Telemundo Media announced a 360° degree sponsorship initiative in support of season two of Telemundo’s singing competition “La Voz Kids,” which premiered this Sunday on Telemundo. AT&T, State Farm, Kohl’s Department Stores, Chrysler and Universal Orlando Resort have been secured as Telemundo’s advertising partners for its’ reality program.“La Voz Kids” follows the journey of young Hispanic contestants aged seven and fifteen years of age on their road to stardom, beginning with Blind Auditions and followed by the Battle Rounds as celebrity music coaches Natalia Jimenez, Prince Royce and Roberto Tapia develop them as music stars of the future.
AT&T returns as the official wireless and voting sponsor that will present a US $50,000 prize in support of Winner’s education. The brand will sponsor a branded Friends and Family Room throughout the first six episodes and will offer fans informative and entertaining custom video content featuring Roberto Tapia and “La Voz Kids” season one winner, Paola Guanche. AT&T integrations will feature devices from the Friends & Family Room with show hosts Daisy Fuentes and Jorge Bernal during various moments within the first six episodes of the Blind Auditions and again when featuring the “La Voz Kids” Digital Reporter, Paola Pedroza, on the AT&T section of www.telemundo.com. Its’ sponsorship also extends to zeebox with the following features: Spot Sync, numerous custom zeetags for each show, sponsored content driving to the “La Voz Kids” homepage and sponsored polling and voting within the platform.
State Farm ,the insurance sponsor for “La Voz Kids,” will bring its “Get to a Better State” messaging to life featuring thematic integrations, branded out-of-show content and a branded video channel. From two branded lounges, one during the battle rounds and one during the final stage of the competition, the brand will offer viewers a different perspective of the action within the show. A State Farm branded video channel will host the on-air interviews as well as digital interviews and content on the best coaching advice contestants have received during their time on the show. In addition, blind auditions´ content will be shared on State Farm’s Latino Facebook page. Prior to the announcement of the season two winner of “La Voz Kids,” State Farm will bring viewers a custom recap featuring the most inspiring highlights from the season. The brand will also sponsor some airings of “Quiero Tu Voz,” a daily highlight on the competition, as well as promotional segments in the daily newsmagazine show “Al Rojo Vivo.”
Kohl’s will feature a broadcast and online content series with host Daisy Fuentes, titled “Ritmo En Moda.” During the Blind Audition and Live Performance episodes, viewers will be able to visit the La Voz Kids Style Clubhouse, where Daisy Fuentes and show’s stylist will discuss the looks and trends from the show featuring Kohl’s apparel and home décor items. A custom Kohl’s hub on Telemundo digital platforms will host extended versions of the content and a “Shop the Look” photo gallery.
Chrysler, the auto partner for “La Voz Kids,” will unveil the 2015 Chrysler 200 through broadcast and online integrations that provide viewers with a detailed look into the contestant’s “journeys” and moments during Battles and Live Performances featuring “La Voz Kids” hosts Daisy Fuentes and Jorge Bernal.
Universal Orlando Resort will be “La Voz Kids,” new home .In addition, it will build the momentum leading in to the new season with weekly “Watch & Win” tune-in promos reminding viewers about upcoming episodes and to participate in the “La Voz Kids Question of the Week” to win weekly prizes or the grand prize: a trip to Universal Orlando Resort and its two theme parks, Universal Studios Florida and Universal’s Islands of Adventure. As part of their prize package, the season two winner of “La Voz Kids” will receive a four day, three night family vacation for four to Universal Orlando Resort.
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CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at firstname.lastname@example.org