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.
- Cricket Communications
Cricket Communications, Inc. announced a new advertising campaign that challenges wireless giants Verizon and AT&T. The campaign entitled ‘Half is More’, urges consumers to ask themselves why they are spending more for the same thing and is aimed at those who are looking for a better deal on wireless but not willing to compromise on great devices and service. The launch of the Half is More campaign demonstrates that Cricket is out to prove that most wireless customers are simply overpaying. Cricket just announced the addition of the Samsung GS4 to its line-up of popular smartphones. The ‘Half Is More’ campaign is rolling out across digital, print, retail, out-of-home and social media, with television advertising beginning June 3, 2013. Each campaign element will bring to life the affordability message throughout the summer. Online videos, TV, radio & cinema demonstrate the “moment of truth” when real people in everyday scenarios realize that Half is More. Along with out-of-home, the retail experience – both online and in-store – will further drive home the comparison to AT&T and Verizon, and highlight the breadth of Cricket’s devices and other products and services customers want and need. Social media engagement via Facebook and Twitter (#WhatsYourMore) will spark online conversation; and local market activations in Cricket markets across the country will connect consumers directly with the campaign.
- Mc Donald’s
McDonald’s USA launched an online sweepstakes engaging soccer-loving Hispanics with the brand and have them compete for a Grand Prize: Three VIP trips for 2 people to the soccer tournament in Brazil next year. The sweepstakes, which launched last week consists of a bilingual website, which is supported by social media avenues, including a Twitter sweepstakes/ In addition to the sweepstakes, McDonald’s will be airing a soccer-themed commercial (below) developed by Alma DDB, which is airing in English and Spanish nationwide. (Read more at Hispanic led Hispanic-Led Effort Becomes Systemwide Activation for McDonald’s)
Walmart announced that Dan Bartlett, 41, will become the company’s new executive vice president of Corporate Affairs in late June. Bartlett was most recently president and CEO of the U. S. arm of Hill+Knowlton Strategies, a global business advisory firm serving corporations, non-profits and associations in 52 countries. Bartlett will report to Mike Duke, Walmart’s president and CEO, and will serve as a member of the company’s executive council. His responsibilities will include oversight of external communications, government relations and sustainability, as well as the Walmart Foundation, which contributed more than $1 billion in cash and in-kind donations last year.
Looking to better serve a growing Latin customer base, BendPak-Ranger recently launched a Spanish language website. BendPak’s Spanish website – bendpak.com.mx – is a direct adaptation of the company’s English-language site, BendPak said. To produce the site and keep it updated regularly, BendPak said it has hired a “dedicated Spanish-language marketing staff to oversee content creation and adaptation.” “Whether a prospective customer is building a new shop or updating their current workplace with new equipment, we know that the Internet is often the first resource he or she will turn to for guidance,” said Jeff Kritzer, senior vice president of sales and marketing. “Our goal with the new Spanish website is to provide efficient, native language guidance and easy-to-find information for the most common needs of our Spanish-speaking site visitors.” The expanding Hispanic market in the United States and further expanding Latin markets are important business segments for BendPak-Ranger.
- Mission Foods
Mission Foods and Wounded Warrior Project (WWP) are teaming up to encourage family mealtime as a way to re-connect, strengthen bonds and facilitate the healing process for those wounded veterans re-entering civilian life. The partnership includes a $350,000 donation from Mission Foods to WWP. For every bag of Mission Tortilla Chips purchased from May 6, 2013 through March 31, 2014, 10 cents will go toward the WWP donation. This donation will help support WWP programs and services, specifically structured to engage warriors, nurture their minds and bodies, and encourage their economic empowerment. “At Mission Foods, we believe family mealtime is fundamental to building relationships and creating strong communities. By partnering with WWP, we are able to continue this mission by honoring our heroes and their families,” said Courtney Bohrer, senior brand manager at Mission.
- Master Your Card
Master Your Card, a public education program sponsored by MasterCard, has introduced Master Your Card: Oportunidad, a coalition that aims to help the Latino community understand the full value of electronic payment technology to promote upward mobility and further financial inclusion for families and small businesses in the United States. The Master Your Card: Oportunidad Coalition advisory board will provide learning opportunities for Latino communities on how the use of electronic payment cards, credit, debit and prepaid, can help them prosper through increased convenience, transparency, affordability and consumer control, according to a Master Your Card press release.
- The Army
The Army and its media agency Universal McCann are trying to reach potential soldiers in 16 large markets such as Chicago, New York and Washington through a series of reality TV show-type ads. A new set of 30-second spots for the campaign, “Starting Strong,” airs Sunday mornings on Fox stations beginning June 2 until August 4 and will be available after that at the Army’s YouTube channel.
Amazon has selected Interpublic Group of Cos’ Initiative following a global media agency review that began earlier this year. WPP’s Mindshare handles the e-tail giant’s offline media work and sibling agency MEC supports digital media. Digital media was not part of the review, according to people familiar with the matter.
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