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What: MLS has announced a series of partnerships reflecting and promoting the diversity of its teams and fans.
Why it matters: More than any other league in North America, MLS thinks and act multilingual in almost every business action it has.

Jen Cramer

“For brands, Major League Soccer (@MLS) is the property that best reflects who North America is today.”

That pretty heady statement by MLS SVP of Partnership Marketing Jen Cramer may make some skeptics roll their eyes (especially those heavily engaged in everything from the NFL and NBA to NASCAR and MLB), but as MLS kicked off a new season last weekend and into this week, the Don Garber (@thesoccerdon) led property is still on the upswing, especially for those looking to the multicultural marketplace that can deliver across all three North American countries and through the grassroots and into even more elite play like the U.S. men’s and women’s National teams. And for brands looking for engagement, MLS continues to be a growing, proactive and somewhat disruptive sweet spot, especially when you look at the key element not just of impressions, but of long term value add, at a pretty cost-effective price.

WHAT’S IN STORE FOR THE SPRING

Some of the highlights of the 24th season that will have broadcast partners ESPN (@espn) (which just added the Caribbean and Latin America to its growing list of MLS territories), FOX (@FOXSports), Univision (@UnivisionSports), TSN (@TSN_Sportsand TVA (@TVASportsas well as a growing partnership with Twitter engaged more than ever will include the addition of a 24th club, a new stadium in Minnesota, a new crop of dynamic players – including the South American player of the year, and a new playoff format that will further reward regular season performance. The league is coming off its most successful season in 2018 with record revenue for attendance, the debut of two new world-class venues in LA and Wash. D.C., record TV viewership, and the highest quality of play in league history; more than any other league in North America, it thinks and acts multicultural in almost every business action it has.

We have to always ask ‘how do we create more value’ and develop true partnerships, especially in a multicultural audience.

That multicultural impact is felt by everyone; from fans and players to brands and media partners.

“Our goal was and remains to create unique tie ins and campaigns with our partners for a diverse fan base that consumes the game of soccer in so many forms,” Cramer added. “We know for that to work it has to be authentic to each group; you can’t really fake it and hope it gets accepted. It must be a real engagement that makes sense to all involved, and that includes all we do in the multicultural space, especially as we market to a young bilingual Latino audience.”

The examples extend beyond brand marketing and into the digital and promotional campaigns the league is rolling out. Their 2019 “Our Soccer” campaign is featuring Multi-Platinum Latin Superstar Prince Royce (@PrinceRoyce). The campaign, a big push to unite sports, culture, and entertainment, features an anthem that expresses the unique experience of being an MLS fan and the growth of the soccer movement in North America. It was produced in English, Spanish, and “Spanglish” (a fusion of English and Spanish), French-Canadian (for MLS fans in Quebec) and will run on MLS partner networks including ESPN, FOX Sports, Univision, TSN, and TVA Sports, and across international broadcast partner platforms, as well as the league’s own digital channels.

The “Our Sound” spot, voiced by Prince Royce, features him wearing Inter Miami CF gear, the MLS expansion club co-owned by cultural icon David Beckham, while at a party watching a soccer game alongside Grammy-nominated producer and DJ TOKiMONSTA (@TOKiMONSTA), representing her hometown, featured wearing a Los Angeles Football Club jersey.

RAMPING UP DIGITAL

On the digital side, the MLS reinvestment includes expanding its relationship with Twitter, streaming its Univision game of the week, along with an expansion of utility and fan engagement touch points in the relaunched MLS app, most if not all of which will cater to a mobile savvy, and diverse audience. MLS’s content production team also serves as the in house storytelling agency for many of its partners both on the brand and the media side, which helps streamline the engagement process for all.

“We have a young, savvy audience that enjoys very diverse and very unique content,” added MLS Senior Vice President – Media Chris Schlosser. “It is our challenge and our responsibility to deliver that diverse content with ease of use to our fans however they would like it, and our growing and changing offerings reflect that need and where we can take it.”

ENGAGING BRANDS

Then there are the brands and their engagement touchpoints, both in the community and directly with the team and its players, be it in venue, on broadcast or in the digital space.

Leading the new initiatives is Kellogg’s (@KelloggsUS), which will run a national campaign featuring bilingual packaging. The two-year partnership will have Cheez-It® and Pringles® as the league’s official snacks, Eggo® will be given the designation as the official waffle, and Kellogg’s will become a core partner of eMLS – MLS’ competitive EA SPORTS™ FIFA 19 league. Cheez-It® and Pringles® will become presenting partners of the eMLS Player Lounge and the presenting partners of the 2019 eMLS Player Profiles, a digital series highlighting competitor’s personal stories.

The wide-ranging partnership also features digital, video and content brand integration, in-stadium exposure, on-site activation at events, and a new sweepstakes where lucky fans have a chance to win a trip for two to the 2019 MLS All-Star Week in Orlando, along with other prizes. The campaign will include more than 20 million boxes on display during the season, taking the partnership direct to casual fans more than ever before.

“As MLS viewership and engagement rises in record numbers, our sponsorship gives Kellogg’s and our retail partners a unique opportunity to reach the diverse Hispanic, Gen Z and Millennial audiences through their passions – soccer and gaming – with unique experiences,” added Zion Doran, Senior Director of North American Promotions, Kellogg’s.

Another expanded relationship for 2019 is with longtime partner Coca-Cola (@CocaCola), which will employ its new and innovative “Sip & Scan” technology via a national retail program with MLS Club and League marks featured on over 500,000 packages

Audi (@Audiwill also continue with its Audi Player Index, providing fans data and insights to illuminate discussion on the sport they love as well as other brand extensions both nationally and with ten clubs.

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

Then there is Adidas (@adidas), in the first year of long-term partnership running through 2024. Looking to capture not just the multicultural soccer fan, the brand is working with MLS on fashion initiatives, featuring a Stadium to Street narrative, engaging with local creators/influencers to tie both soccer and culture together. The program will include both traditional media and digital activations, as well as programs featuring the ten markets the Adidas Creators Network is in, ranging from New York and LA to Portland, Seattle, and Toronto.

“We have always known that soccer and culture go way beyond the game and to have a partner like Adidas help us visualize that tie on a national scale with such diversity of thought and content is really unique, and compliments all we are trying to do to drive fandom and the love of soccer to everyone,” Cramer said.

Another key expansion of growing the culture of MLS tied to brands is the partnership with JLab Audio (@JLabAudio), the league’s wireless headphone and speaker provider. Players, starting with DC United’s Wayne Rooney, will create an MLS x JLab Player Playlist program that will feature a once-a-month playlist that will be supported across MLS and partner channels. The playlist will reflect the diversity of the league and will be a big boost in connecting casual fans to some of the league’s most unique personalities through the medium of sound.

Those partnerships, in addition to evolving existing partnerships with companies like Heineken, The Home Depot, Wells Fargo and AT&T, as well as localized expansion with brands through new deals, like kits sponsorships (Chicago Fire – Motorola, Houston Dynamo – University of Texas MD Anderson Cancer Center, Seattle Sounders – Zulily and FCC – Mercy Health ) all continue to paint a robust, aggressive and proactive picture for MLS heading into a landmark season, especially for a league that has the highest preponderance of millennial (39%), Hispanic (34%) and female (41%) fans in North America.

POISED FOR A BIG YEAR

“Our fans and our brand partners are just like our players, they demand excellence,” Cramer concluded. “We have to always ask ‘how do we create more value’ and develop true partnerships, especially in a multicultural audience. We want to keep building relationships that are solution based and really set us apart, and we think that these initiatives, as well as ones to come, are helping us get there.”

“There” is a continued bright future for MLS as a quarter century approaches, new stars and stories keep being refined, and soccer brand marketing rises across this spring and summer.

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What: World Cup activations and partnerships have begun as the tournament kicked off last weekend.
Why it matters: Companies are leveraging stars like Lionel Messi and Ronaldo while soccer interest is highest globally.

We will certainly see more brands looking to grab viral opportunities and ride the wave of success as the FIFA World Cup (@FIFAWorldCupplays out. Here is a look at some of the early partnerships announced as we enter the first full week of group play.

Kellogg’s Serves Soccer: Taking advantage of the early start times on the East Coast of the U.S., Kellogg’s (@KelloggsUS ‏) NYC Café teamed with Eat Soccer (@EatSoccerTV), a soccer lifestyle agency, for a Morning Match breakfast experience. The event kicked off on June 15 for the Egypt vs. Uruguay match at 8 a.m., and continues on weekdays through Friday. The store will feature multiple TVs broadcasting the games, as well as what Kellogg’s described as an “immersive kitchen.” The café will open an Instagram-friendly nook with lighting, props and different angles for visitors to snap photos in their soccer jerseys.

Fans can reserve a spot with $20-tickets offering unlimited access to Kellogg’s cereal bar, milk, coffee and tea. The café will have more than 30 ingredients, including rum-roasted bananas and marshmallows, on hand for the event.

In a series of immersive videos, viewers are shown a playful side of Messi and local social media influencers as they share a series of unexpected moments.

Messi’s Mark: Before Saturday’s penalty miss against Iceland, Ooredoo (@ooredooand Lionel Messi teamed up for a new campaign. In a series of immersive videos, viewers are shown a playful side of Messi and local social media influencers as they share a series of unexpected moments.

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China Activation:  FIFA partner Dalian Wanda (@DalianWandareleased a new short film that tells the story of a group of young Chinese footballers who will be given a once-in-a-lifetime opportunity in Russia. The film documents a group from Wanda’s “Rising Stars” program who will have the opportunity to step onto the pitch at the World Cup as one of the official World Cup flag bearers. The players carried the official FIFA flag onto the pitch during Spain vs. Portugal on Friday and Belgium vs. Panama on Monday.

Sleeping with Ronaldo: Cristiano Ronaldo was announced as a brand ambassador for SleepScore (@SleepScore). The move comes after SleepScore, which specializes in sleep measurement and improvement, launched a new mobile app, which Ronaldo will help promote.

Picture This: Vivo, the official smartphone sponsor of the 2018 FIFA World Cup has launched its music and photography marketing activations for fans, empowering them to be more than just part of an audience, under its global campaign titled, “My Time, My FIFA World Cup™”, which comprises Vivo’s Super Time project and Vivo Super Fan photographer program. It calls upon fans to make this tournament one to remember, to be truly extraordinary and fully experience, capture and share extraordinary moments around them through their smartphones.

Cover Image: Ooredoo

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12  NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • MundoFox

HNQg_7KZ_400x400BARÚ, an independent, cross-cultural marketing and media agency has announced that MundoFox has named BARÚ, as its media agency of record. The agency has been awarded all media planning, buying and activation for paid consumer media.  BARÚ will work with MundoFox on planning and executing media buying efforts for the 2015 calendar year.BARÚ has been tasked with developing cross-channel consumer media campaigns that drive awareness, increase consideration and intent to watch and continue to position MundoFox as a leader in the Spanish-language television marketplace. Havas Media until recently was the media buying and planning agency for MundoFox.

  •  Mi Pueblo Foods

c7c192b8473c39c7c0cb8e3a755e16a8_reasonably_smallCLYP, a provider of mobile marketing automation for brick and mortar retailers, has  announced the integration of its ‘Big Data’ customer engagement platform with format Hispanic chain Mi Pueblo Foods. The CLYP platform allows Mi Pueblo and other Hispanic format clients to establish deep consumer engagement leading to more extensive insight into customers’ shopping behavior and buying patterns. Mi Pueblo joins other leading grocers, including Raley’s Supermarkets, using CLYP’s  mobile customer engagement platform to deliver personalized offers to  customer based on their shopping history, purchase behavior and location—giving consumers the offers they want, when they want them, where they want them. CLYP’s 360° marketing automation platform connects to customers’ mobile phones, whether or not they have an app, via SMS, pass, e-mail and push.

  • Kellogg’s

XmIYWWD4_reasonably_smallCereal  brand Kellogg Co. is launching a brand called Origins. The product will be sold under the Kellogg’s master brand name and will come in varieties such as muesli, “ancient grains” and granola. The new offering comes as Kellogg struggles to grow its cereal brands in the midst of changing consumer eating habits and new breakfast competition from products such as yogurt. Origins will launch mid-year.Total cereal category sales in the U.S. fell 3.8% to US$8.9 billion in the 52 weeks ending Jan. 25, according to IRI. Kellogg fared worse, with its sales dropping 5.4% to about US$2.7 billion, according to IRI. Kellogg also recently launched a new digital platform called openforbreakfast.com in January meant to answer consumer questions using videos, infographics and interviews with Kellogg employees. (Check out a recent Portada interview with a Kellogg Multicultural Brand Marketer.)

  •  Royal Caribbean

twitter-profile_reasonably_smallRoyal Caribbean International is reviewing its global creative agency business, with a decision expected by May.Incumbent JWT will defend. Media, handled by the agency’s WPP corporate sibling, Mindshare, is not part of the current review, which will be managed internally.In the first nine months of 2014, Royal Caribbean spent US$58 million in measured media, according to Kantar. For all of 2013, the brand invested US$81 million.

  • Darden

descarga (1)Restaurant holding company Darden has launched a media agency review for both its Olive Garden and Longhorn Steakhouse chains.In 2010, incumbent Starcom was selected to handle the assignment.At that time, the company was spending around US$300 million annually on ads for all of its restaurants and the firm also owned the Red Lobster chain. Starcom sibling Spark won media chores for Red Lobster after the sale. Those duties are not in review.In November the new board, headed by Starboard CEO Jeffrey Smith, hired executive recruiter Korn Ferry to conduct a search for a new CEO. That search is ongoing.

 

  • Coca-Cola

descargaCoca-Cola is celebrating the 100th year of its iconic bottle with a global ad campaign in more than 100 countries. The campaign is expected to begin this week. Agencies working on the effort include Wieden & Kennedy, Portland, and Ogilvy, Paris. Other marketing assets shown during the presentation included the phrase “100 years of phsst, fizzzz, clink clink, glug, glug … ahhh.”The campaign comes as the company embarks on a cost-cutting program targeting US$3 billion in annualized savings by 2019. Plans include pouring some of the savings into brand-building.The company would add US$250 million to US$350 million in global media investment in 2015. Other efforts to promote the Coke bottle anniversary include an exhibit opening called “The Coca-Cola Bottle: An American Icon at 100,” later this month at the High Museum of Art in Coke’s hometown of Atlanta.The bottle was originally designed by the Root Glass Company in Terre-Haute, Ind. It “offered a distinct package for an already ubiquitous product launched in 1886,” according to Coke. The company called for the bottle to be colored “Georgia Green,” as a tribute to the brand’s home state.

https://www.youtube.com/watch?v=lNQCrxFV0cU

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Join us at PORTADA Mexico!

 

 

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Sprint

Sprint has selected Deutsch LA as its new Agency of Record. The review focused on TV creative advertising, which has been handled recently by Figliulo & Partners, which was awarded the assignment late last year. Starcom MediaVest Group continues to handle media and sibling agency DigitasLBi remains the company’s digital agency. (Read our interview published today with Kymber Umaña, Hispanic Marketing Director at Sprint.)

  • TOMMY HILFIGER

descarga (6)The Tommy Hilfiger Group, which is wholly owned by PVH Corp., has announces that internationally renowned tennis star Rafael Nadal will appear as the global brand ambassador for the Tommy Hilfiger underwear and Tommy Hilfiger Tailored collections beginning in Fall 2015. Both collections are available at Tommy Hilfiger stores globally, through select wholesale partners and online at tommy.com.The campaign imagery will be photographed in early 2015 in Spain and it will break globally in fall 2015 with dedicated print, online, and out-of-home media placements worldwide. To further support the global initiative and collaboration, Nadal will attend exclusiveTommy Hilfiger launch events in North America, Europe and Asia.

 

  • Tampico

descarga (7)Beverages Tampico has selected Macias Advertising and Roar Media in the U.S, including General, Total and Hispanic markets. Macias will be handling all of their creative work including brand and content development and Roar Media will be their Digital Media and PR agency. Prior to this Tampico had been working with Bravo as their AOR, only focusing on the Hispanic Market, but now they are expanding their target demographic to a broader audience.

  • Toyota

descarga (8)Toyota has teamed up with actor William Levy to create the first-of-its-kind, choose-your-own adventure video on Instagram with the new 2015 Toyota Camry.Created by agency Conill, the new Toyota campaign is aimed to tell a story that speaks to the hearts and minds of Hispanic consumers and leverages consumer passion points of fun and adventure.To view Instagram CLICK HERE.

  • Mars

imagesMars has appointed WPP’s MediaCom as its global media planning agency of record following a pitch.MediaCom will take control of the account in 2015.Until now, the business has been led by Publicis Group’s Starcom, which will continue to handle media buying for Mars. Mars Incorporated , which owns the Snickers, Galaxy, M&M’s and Maltesers brands, spent more than US $1.5 billion globally on advertising in 2013, including US $680 million in the U.S.,.The win comes shortly after it emerged that MediaCom have also taken Coca-Cola’s US $100m Mexico account and Procter & Gamble’s LatAm and Caribbean digital business from Starcom. This is a massive account and if MediaCom wins the review, it would be the second major planning win for the agency at Starcom’s expense.

  • Coca-Cola

descarga (9)Coca Cola has ended its 13-year ‘American Idol’ sponsorship. Coca Cola has been with the show since its inaugural season (Ford is the other). AT&T joined the show in its second season and departed before the start of last season. Ford plans to remain a sponsor this season. The soft frink company may be following the advice of its media agency MediaVest.American Idol’s last season’s finale drew 10.1 million viewers, down from 38 million in season 2. Those ratings declines led advertisers to spend US $394.7 million on the show in 2014, down 49.5% for the US $781.9 million they spent in 2012, according to Kantar Media data.

  • Kellogg’s

descarga (10)Cereal brand Kellogg’s will go traditional TV commercial formats by shunning the lively morning kitchen—when folks eat breakfast—and show boxes of Kellogg’s cereals set out on a table at night with bowls and spoons ready for the next morning, encouraging consumers with the tagline: “See you at breakfast.”  The campaign is by Leo Burnett and will air in primetime TV and have print and digital elements.Kellogg’s cereal revenues declined 6% for the 52 weeks ending Nov. 30. Kantar Media data finds the most popular time to advertise cold cereals is primetime. Kellogg’s will increase its primetime ad placements by 15%.

  • Puma
  • descarga (11)Pop star Rihanna has signed a multiyear partnership agreement with athletic apparel maker Puma through which she will become the brand’s “global ambassador” for women’s fitness and serve as its creative director for women’s products. The company says she will directly influence the product design process beginning this spring.Although Rihanna is not an athlete, Puma CEO Bjorn Gulden says retro-sneakers and athletic-looking attire have been part of her stage and street persona for years. Its coming campaigns plan to broaden its appeal among women.
  • Avocados
    descarga (5)Avocados from Mexico will bring together almost 1,000 Hispanic stores in key regions for Guac Fiesta, a retail promotion that will offer a US $3,500 prize package to five winners.The campaign is designed to increase consumption through football season among bicultural Hispanics in California, Arizona, Texas, Chicago, Miami and New York City.The program will run from Jan. 1 through Feb. 1 and includes sweepstakes prizes and coupons using mobile, digital, social media and consumer relations.The Guac Fiesta campaign includes a text-to-win contest where consumers have a chance to win a big screen TV for football viewing parties.Retailer support is available and includes tear pad coupons and in-store purchase coupons for shoppers.
  • Bud Light
    descarga (3)Bud Light is rolling out new packaging and marketing with a TV ad that touts the messages printed on labels as “12-ounces of inspiration.”The brand packaging  will eventually feature more than 100 different messages scrolled on bottles. The new labels are part of the brand’s “Perfect Beer For Whatever Happens” campaign.The new ad, which was developed by BBDO, begins a new phase of advertising for the brand that will heavily promote the new packaging. The ad will debut regionally on New Year’s Day during college football bowl games and run nationally during the NFL playoffs. The new ad is notable for its product close-ups and description of the liquid as “crisp,” “smooth” and “refreshing.”

http://youtu.be/zKgLBaXnTW4

  • Ford
    descarga (4)Ford is announcing the arrival of Ford 2015 F-150 truck with what it says is its biggest truck marketing campaign ever. The campaign, which will debut during the first-ever college football playoff for NCAA Division I teams, centers on sports, especially NFL and NCAA football. There are also sponsorship components around Professional Bull Riding, NASCAR, Future Farmers of America, and country music, with mobile across all platforms. In addition to the TV campaign — which includes two 30-second ads — there is also radio and a country music tie-in. But the effort also includes a separate campaign for the other truck demo, and the fastest-growing one: Hispanic truck owners. A digital video series, “F-150 Tough Science,” is part of the pro-sports tie-in. It features ESPN “Sport Science” creator John Brenkus. Read  “Ford launches largest Truck Ad -Campaign ever with strong Hispanic component.”

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

More and more major clients are embracing programmatic buying and, as importantly, they are keen on keeping the data obtained through their digital buys all to themselves. Mondelez just announced a global online video partnership with TubeMogul (press release). The partnership aims at optimizing Mondelez International’s online video advertising strategy – including media planning, buying and ad serving − using TubeMogul’s software. Interestingly, the partnership takes place directly between the platform provider and the client and not with Mondelez’s media agency (Starcom Media Vest), although the agency will be involved.

“Why would I not buy media in a way that I can get data back and use it to make smart decisions?”. Bonin Bough, VP of global media and consumer engagement at Mondelez International, said during a panel at the Cannes Festival. Heineken is working on a similar strategy. The gang of marketers directly controlling their exchange-traded media platforms keeps getting larger, Adexchanger notes. Its membership now includes Kimberly-Clark, Kellogg’s, American Express, Procter & Gamble, Allstate Insurance, 1-800-Flowers and Unilever.

Why would I not buy media in a way that I can get data back and use it to make smart decisions?

Kimberly Clark and Kraft are two major CPG’s that are also working directly with DMP’s, DSP’s or other digital platform providers (in the case of Kraft it is DMP Turn). Both company’s programmatic platforms also include the U.S. Hispanic market.

Focus on U.S. and Canada

Regarding the Mondelēz International – Tube Mogul partnership,  it  reflects the growing trend of utilizing programmatic buying to improve online video effectiveness. Mondelēz International will debut the use of the software in Canada and the United States with potential expansion to additional markets in Africa, Asia, Eastern Europe and the Middle East. Mondelez  allocates about U.S. $200 million annually to global marketing, and 25% of that spend goes to digital advertising. The company -which owns more than 40 snack brands including Oreo and Wheat Thins- estimates that the  digital ratio will grow to 50% by 2016, the majority of which will be devoted to video. Latin America is not a priority for now in Mondelez programmatic expansion. As Annika Blockstrand, Regional Media Director for Mondelez International recently told Portada, “currently, in Latin America  Mondelez on average allocates between 8% and 9% of its overall media budget to digital media.” For 2014, the objective is to increase that ratio to 15%. The share of that spend that is used in programmatic is very low still in Latin America.

CPG Companies are the main players in content marketing in the Hispanic market. A major CPG company, Kellogg’s, recently launched a new Spanish language content marketing program anchored in the DiasGrandiosos website as well as on Facebook and Pinterest. The target is the Latina woman and her family. What are the content challenges for a Hispanic content marketing program? What are the main objectives and the resources that have to be put behind it? We talked to Christopher Rivera, associate director of Multicultural Brand Marketing at  Kellogg’s to find out.

Associate Director, Brand Marketing - Multicultural at Kellogg Company
Christopher Rivera, Associate Director, Brand Marketing – Multicultural at Kellogg Company

Días Grandiosos is a new digital platform featuring recipes, tips, articles and original content designed for Latinas and their families. The editorial concept evolves around “Ama” (Family), “Vive ” (Health, Wellness), “Goza” (Fun & Entertainment).  Participating Kellogg’s brands include Cheez-It, Corn-Flex, Eggo, Frosted Flakes, MiniWheats and Apple Jacks. For now Kellogg’s has chosen the Spanish-language for the content marketing outreach.  “Currently, Dias Grandiosos is in Spanish-only. However, we have considered offering certain content pieces, key features, and other website elements in English to satisfy the specific needs of bilingual Hispanic consumers,” Rivera notes.  San Diego based Captura Group concepted and created the “Días Grandiosos con Kellogg’s brand”, including its digital extensions.

Content Production and Amplification

According to Rivera, the Dias Grandiosos website is updated several  times per month with new content that is timely and relevant. “At Kellogg , we have a Multicultural Program Brand Manager setting the overall content strategy with the Dias Grandiosos editorial team and shepherding it through the brand marketing organization. The DiasGrandiosos editorial team consists of Content Strategists, Editors, Writers, and Community Managers as well as Art Directors, Visual Web Designers and Producers bringing the content to life on the web and across social and other digital channels. In addition to the core editorial team, Dias Grandiosos leverages Captura Group’s network of bloggers and social influencers to amplify our content offering.”

We are using online video content as part of our media buy to drive awareness for participating brands.

Get them to buy

Ultimately content marketing efforts have the final goal of having consumers buying the product. That is where
Kellogg’s Family Rewards program comes in . Kellogg’s Family Rewards is a loyalty program that rewards people for buying Kellogg products and offers valuable coupons and promotions from the brands they know and trust. Dias Grandiosos supports and amplifies Kellogg Family Rewards through culturally relevant content and integrated digital touch-points including the website, social, and email.

Paid Media to support the program

The Dias Grandiosos platform is supported through an integrated digital media program to build awareness of the brand and its associated offerings by reaching Hispanic women in environments where they are; as well as Facebook media to engage with them around content offerings that are dear to their hearts. Currently we are using online video content as part of our media buy to drive awareness for participating brands.

The results so far

Dias Grandiosos just launched so it is still early to talk about the results:”Given the recent website launch, web audience numbers are not currently available,” says Rivera.” “We are proud to share that the Dias Grandiosos community on Facebook totals over 96,000 fans (as of April 28, 2014).”

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 25 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • nTrigue

LatinWorks, a full-service cultural branding firm, announced the launch of nTrigue, a new strategic business unitdesigned to expand upon the firm’s media planning and buying operations. nTrigue begun operations last week on April 15th, 2014. It will be spearheaded by Keisha Andrews-Rangel, in the role of Managing Director. (Read today’s Interview with Keisha Andrews-Rangel)

  • Kellogg’s

Kellogg’s is launching Días Grandiosos, a mobile app that provides Latina moms with culturally relevant recipes, tips, articles and original content. Designed to empower Hispanic women, information on Dias Grandiosos is provided by real Latinas. Moms have access to authentic and relatable stories from Latinas like them as well as a platform to share what they have learned. Días Grandiosos will also feature inspirational stories of family togetherness, also from real Latina moms. The online community will be accessible anywhere, via browser, smart phone or tablet.“Dias Grandiosos is grounded in the understanding that Latinas are trying to find balance between maintaining their cultural heritage while embracing a more American lifestyle,” said Christopher Rivera, associate director, multi-cultural brand marketing. “We help her find this balance through deliciously nutritious recipes, compelling articles, and relatable stories about real Hispanic women and their families with topics that she cares about and that are relevant to our brands.”

  • Maxwell House

Maxwell HouseMaxwell House, the Kraft Foods’ coffee brand, will spend around US $25 Million in a multiplatform ad campaign, which will introduce new packaging, logos and products, The New York Times reported. The campaign will include digital and social, in addition to television. Seven agencies are involved in the campaign, with Wieden + Kennedy handling creative and Starcom in charge of media planning and buying.The company expects that Wieden + Kennedy, which helped revive the Old Spice brand, brings similar results to the coffee brand.

 

  • Volaris

volarisVolaris, a Mexican airline, has started flights services— twice a week — from L.A./Ontario International Airport to Guadalajara. This move puts the airline in direct competition with AeroMexico, which offers flights to the same destination, for a limited market after the recession. The twice-weekly flights from ONT will be on Sundays and Thursdays. Volaris’ arrival is also significant because it is the first new carrier since 2007 for ONT. Until today, AeroMexico had not only been the lone international service out of ONT but the only carrier to serve the Hispanic market in the Inland Empire. Now the airline plans to return to daily service for the summer. ONT does have a new program meant to promote new service through broadcast and print media. Volaris expressed interest in the program but has not signed up for it to date. It might do so as summer approaches.

 

  • Best Western

best westernBest Western is helping travelers plan, share and win a summer getaway through its new “I Dream of Summer” integrated campaign,which will engage with consumers across the brand’s digital channels. Each week, travelers are able to find new content from Best Western and its partners including suggestions on destinations, tips and tricks on ways to save and insight on summer vacation. Travelers can join in the conversation by using the #IDreamOfSummer hashtag on Twitter, Instagram and Pinterest to share their summer travel plans or receive responses from travel experts. In addition, now through May 9 travelers can create and share their summer travel “Wishlist” through an image generator on the brand’s Facebook page. Participants also have the chance to win a summer vacation via a sweepstakes.  Best Western Rewards members who stay two separate times at any of the brand’s more than 4,000 hotels worldwide a US $50 USD Best Western Travel Card® to use for their summer stays.

  • GO Veggie!

goveggieGO Veggie!, formerly Galaxy Nutritional Foods, has named Whitney Velasco-Aznar Vice President of Marketing. A global marketer, Velasco-Aznar brings more than 20 years of experience ranging from blue-chip multinationals General Mills, Nestle, Mars and Hormel Foods to startup Beyond Meat. Her experiences range from building a brand and running a business to leading teams, developing people and creating innovation. In her new role, she will direct all marketing and communications and report into GO Veggie!’s CEO, Rick Antonelli.

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