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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Mary Kay

Mary Kay Inc., a multibillion-dollar beauty company with thousands of independent sales force members worldwide, announces the opening of its newest market – Mary Kay Peru. With a 53-year history, and operations in nearly 40 countries, this expansion strengthens Mary Kay’s already solid foundation in Latin America, while providing a flexible business opportunity to Peruvian entrepreneurs.Mary Kay Peru headquarters will be in Lima, covering operations for the entire country. The grand opening is slated for September of this year. The in-country social media and web presence will be announced shortly.The opening of Mary Kay Peru follows the company’s recent launch in neighboring Colombia. In 2015, Mary Kay Colombia entered the Latin America region with 150 select beauty products in the color cosmetics, skin care, fragrance and body care categories.Mary Kay executives from the United States, Argentina, Brazil, Mexico and Colombia have collaborated with Mary Kay Peru in all aspects of this expansion, from market research to tailoring the Mary Kay opportunity for optimal success in the Peruvian marketplace.

  • Mediavest | Spark

Mediavest | Spark, a full-service media agency under Publicis Media, announced that it is rebranding as Spark Foundry. This move underscores the company’s ongoing commitment to evolution, and reflects the agency’s offerings that extend well beyond the parameters of media and investment to include analytics, technology and innovation, insights, content, commerce and more. Since coming together as Mediavest | Spark in March 2016, the agency has welcomed numerous new clients including BEL Groupe (Global), MTV, KFC, Mattel, H&R Block (USA), Expedia (SEA), EuroLoan (Poland), Virgin Mobile (MENA), OnePlus (UK) and Diageo (Australia). It also recently lost Sprint. Spark Foundry aims to aggressively roll out its winning proposition to its 3,500 employees across the world, while amplifying its best-in-class capabilities for clients.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  •  Subaru

Subaru Argentina has selected agency Trade as its new media center. The agency is already working in the All New Outback launch, the new version of one of the most emblematic models of the brand. José Eskenazi is in charge of the account.

 

 

 

  • Nivea Mexico

In 2015, NIVEA closed an international sponsorship deal with Real Madrid, for the following three seasons (until 17-18). NIVEA Men has been supporting the team since the end of 2012. In addition to the sponsorship deal, NIVEA decided to take advantage of some of the Real Madrid’s soccer stars as influencers to boost the brand investment in the Spanish soccer team. The German cosmetics company pushed the brand global presence, including the Mexican market, with the help of well-known players like Gareth Bale, Marcelo, Isco and Dani Carvajal. To date, NIVEA has no plans to make new investment in any other sport.

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Join us at PORTADA Mexico!

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Mediavest | Spark

Mediavest | Spark, a full-service media agency under Publicis Media, announced that it is rebranding as Spark Foundry. Separately, Publicis Media recently integrated its Tapestry and MV42 multicultural agencies into their general market agencies.  Since coming together as Mediavest | Spark in March 2016, the agency has welcomed numerous new clients including BEL Groupe (Global), MTV, KFC, Mattel, H&R Block (USA), Expedia (SEA), EuroLoan (Poland), Virgin Mobile (MENA), OnePlus (UK) and Diageo (Australia). It also recently lost Sprint. Spark Foundry aims to aggressively roll out its winning proposition to its 3,500 employees across the world, while amplifying its best-in-class capabilities for clients.

  • Toyota

Univision Deportes announced Toyota has signed on as the first official sponsor of juanfutbol, the social-first soccer channel recently launched on Facebook focused on creating socially-native content for Hispanic millennials. Toyota’s launch sponsorship with juanfutbol, combined with their overall Univision CONCACAF Gold Cup partnership, will provide an exceptional multi-platform experience for passionate soccer fans. Fans can watch all the Gold Cup matches across Univision’s portfolio of networks including Univision, UniMás and UDN, as well as the Univision Deportes App (iOSAndroid), Univisiondeportes.com and Univision Now. Juanfutbol will engage fans even deeper with interactive content featuring players that “gave it their all,” bringing fanáticos closer to the action.Together with Toyota, juanfutbol will create interactive branded posts throughout the three-week Gold Cup tournament, pitting North American, Central American and Caribbean neighbors and rivals against each other. Gold Cup includes a total of 25 matches and 12 teams vying for a spot in the playoffs and qualify for the 2021 FIFA Confederations Cup. Juanfutbol will announce the player who “gives it their all” integrating Toyota’s brand messaging and enticing fans to engage with content.As a sponsor of the CONCACAF Gold Cup, Toyota will ignite soccer passions through its “Dale Duro” multichannel communications campaign featuring the Toyota Tundra.

  • PODS Enterprises

MullenLowe Mediahub, part of Interpublic Group, has been appointed  media agency-of-record for Florida-based PODS Enterprises, a storage and moving services, Mediapost has reported.The win follows a review.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • WPP

WPP continues consolidating its’ agencies. Now, the conglomerate is folding  shopper specialist POSSIBLE into digital and crm agency Wunderman.Some months ago the network also merged media agency Maxus into its larger sibling MEC, whereas Mindshare absorbed Ogilvy’s Neo. POSSIBLE will continue to operate as a stand-alone brand with POSSIBLE Global CEO Shane Atchison reporting to Wunderman Global CEO Mark Read. The combined agencies have more than 9,200 people in 200 offices in 70 countriesThe combination offers clients experience in building and maintaining marketing automation platforms, offshore production, performance media, mobile and CRM, with specializations in customer experience, content, commerce, data and health.  Among the clients the two agencies share is software giant Microsoft.

  • Budweiser

Beginning today, 11 states will see their namesake on Budweiser bottles and cans as part of the brand’s latest evolution of its iconic summer packaging. Available as from July till the end of September, Budweiser’s newest look celebrates the local states Budweiser and its breweries call home.Since 1876, Budweiser has been brewed across America and its new state packaging pays tribute to the 12 breweries that relentlessly produce America’s No. 1 full-flavored classic lager. The packaging will be specific to California (featuring two Budweiser breweries), Colorado, Florida, Georgia, Missouri, New Hampshire, New Jersey, New York, Ohio, Texas and Virginia.To continue the celebration of its local breweries throughout the summer, Budweiser will also host brewery open houses, air unique radio spots in each market, featuring local Budweiser brew masters and/or the brewery’s general managers and present its first-ever “Budland” festival bringing together the best of LA’s local music artists, fashion and food.

https://youtu.be/giG86A3gwQo

  • Alaska Tourism Industry Association 

Anchorage-based Spawn Ideas agency has won the Alaska Tourism Industry Association account including strategy, media buying and planning. The business had previously been held by Brilliant Media Strategies for 30 years.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Join us at PORTADA Mexico!

 

What: Publicis Media’s Mediavest | Spark media agency is rebranding globally to Spark Foundry. Separately, the former Publicis agencies MV42 and Tapestry have been shut down and their personnel, still with predominantly multicultural planning and buying functions, has been integrated into other Publicis Media agencies.
Why it matters: Spark Foundry’s main markets are the US, UK, the Middle East, Poland and Australia and clients include BEL Groupe (Global), MTV, KFC, Mattel, H&R Block (USA), Expedia (SEA), EuroLoan (Poland), Virgin Mobile (MENA), OnePlus (UK) and Diageo (Australia).

 

Mediavest | Spark, a full-service media agency under Publicis Media, announced that it is rebranding as Spark Foundry. According to Publicis, this move underscores the company’s ongoing commitment to evolution, and reflects the agency’s offerings that extend well beyond the parameters of media and investment to include analytics, technology and innovation, insights, content, commerce and more.

Since coming together as Mediavest | Spark in March 2016, the agency, guided by this vision, has welcomed numerous new clients including BEL Groupe (Global), MTV, KFC, Mattel, H&R Block (USA), Expedia (SEA), EuroLoan (Poland), Virgin Mobile (MENA), OnePlus (UK) and Diageo (Australia).  It also recently lost Sprint. 

Spark Foundry aims to aggressively roll out its winning proposition to its 3,500 employees across the world, while amplifying its best-in-class capabilities for clients.

“Spark Foundry’s unique vision brings a palpable energy that is proven to drive results for our clients,” said Publicis Media CEO Steve King. “I am confident that Spark Foundry will build on this momentum and continue to deliver exceptional results for our clients as we unlock new and exciting opportunities together in markets across the world.”

Multicultural Agencies Shut Down

Another recent decision taken by Publicis Media is to absorb MV42 and Tapestry, agencies that before were focused exclusively on U.S. multicultural and Hispanic business into their general market agencies. (Publicis has four global agency brands: Mediavest-Spark (Now Spark Foundry), Starcom, Zenith and Blue 449 (the former Optimedia). Some personnel has been let go and others manage multicultural business including Stephen Paez, who oversees all multicultural business at Spark Foundry and Sonia Rocha-Villalba, SVP at Blue 449. Both Paez and Sonia Rocha Villabla report to  Lisa Torres, president Multicultural Publicis Media.

 

What: Sprint Corp. has moved its US$700 million media account from Publicis Groupe’s Mediavest Spark to independent media agency Horizon Media following a review.
Why it matters: Sprint spent around US$700 million on U.S. media in 2016, according to Kantar Media. However, the phone service provider has cut its total advertising costs by US$200 million for each of its last three fiscal years. 

Sprint Corp. has moved its US$700 million media account from Publicis Groupe’s Mediavest Spark to independent media agency Horizon Media following a review that kicked off in January. This in one of the largest account changes of the year so far.

The telecom giant also held a cretive review last year, when it selected Droga5 as its creative AOR.Another major lost for Publicis Groupe that has been losing prominant accounts like Wal-Mart, Procter & Gamble, Coca-Cola and Honda. However, the network has also recently won some business, including H&R Block, KFC and P&G in the U.K.

“Horizon Media’s innovative ideas and dynamic approach using traditional and emerging channels is a perfect fit for Sprint as we continue on our transformation,” said Sprint’s marketing chief, Roger Solé, in a statement. “The agency’s unique and fresh perspective will support Sprint in an extremely competitive and continually evolving industry.”

“We are proud of the work we’ve delivered for Sprint during our partnership with them and our team’s dedication to the client,” according to a statement from Mediavest Spark. “We wish Sprint all the best in the future and will approach this transition with the utmost commitment and collaboration.”

Sprint spent around US$700 million on U.S. media in 2016, according to Kantar Media. The spending figure doesn’t include some forms of digital advertising. The phone service provider has cut its total advertising costs by US$200 million for each of its last three fiscal years — from US$1.5 billion in fiscal 2015 to US$1.1 billion in fiscal 2017, which ended in March.

Mediavest | Spark was handling the assignment since 2011. Sprint’s multicultural and Hispanic business will now be run, according to Portada’s Interactive Database of Corporate Marketers and Agency Executives,  by Karina Dobarro,VP Managing Director, Multicultural Brand Strategy, and Jerly Marquez, Director, Multicultural Brand Strategy, who both lead Horizon’s multicultural business. Oscar Meza, Manager – Hispanic Media and Community Relations Sprint, confirmed the agency will handle Sprint’s multicultural business and added: “We are still working on the transition and will know more down the line who will handle what areas.”

Also, Miami-based agency Alma DDB won Sprint’s Hispanic Creative business in 2015.

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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Bel Group

descarga (2)Multinational cheese marketer Bel Group, owner of brands like Boursin, Laughing Cow and Mini Babybel, has appointed Mediavest Spark as its media agency across 20 markets including the United States.The business was previously handled by Omnicom’s OMD.Publicis Groupe’s Mediavest Spark is primarily overseeing the account from Paris, with other offices pitching in, including Chicago for the U.S. work. Bel Group’s global media spent is said to be around US$135 million range. The U.S. business accounts for more than one-third of that total.WPP’s Y&R retains the creative account for Bel Group.

 

 

 

  • Terry Hines Multicultural Division Rebrand

descarga (1)Entertainment marketing outfit Terry Hines & Associates is rebranding its multicultural division as The MRKT, with company veterans Marcos Barron and Bree Bosselmann atop the unit as president and SVP, respectively. They will report to owner/CEO Grant Nemirow. The company has been behind Hispanic- and African American-focused marketing campaigns for Disney’s Marvel Universe films and Rogue One: A Star Wars Story; animated hits including Oscar winner Zootopia and Trolls; Lionsgate’s Instructions Not Included.

 

      • E*Trade

descargaE*TRADE Financial Corporation has announced it has chosen MullenLowe, an Interpublic Group agency, to be its new strategic and creative agency of record. The creative agency selection comes as E*TRADE continues in its work to drive organic growth and improve market share within its core brokerage business.E*TRADE and MullenLowe engagement is effective April 1, 2017, with strategic and creative development leading toward new brand campaigns later in Q2 2017.In June 2016, E-Trade hired MDC’s Assembly as its new media agency.The digital trading firm spent US$62.1 million on measured media in the U.S. during 2015, according to Kantar Media. That’s down from the US$85.7 million it spent in 2014.

 

 

 

  • Sprint’s Plan Conectados 

sprint“We are Planning a 360 Campaign for Plan Conectados involving TV, Radio, Online, Social, Direct Email, SMS and Search”, Sprint’s Multicultural VP Alberto Lorente tells Portada in an interview. The media and influencer plan also includes Prince Royce and a few other celebrities to help spread the word.”

 

 

  • 7-Eleven

descarga (5)Retail chain 7-Eleven, Inc. has entered into an agreement to buy convenience stores and gas stations from Sunoco LP for about US$3.3 billion.The chain will acquire approximately 1,108 convenience stores located in 18 states from the Texas-based company. Sunoco will enter into a 15-year take-or-pay fuel supply agreement, under which Sunoco will supply approximately 2.2 billion gallons of fuel annually. This supply agreement will have guaranteed annual payments to the Texas company, provides that 7-Eleven will continue to use the Sunoco brand at currently branded Sunoco stores and includes committed growth in future periods. 7-Eleven, Inc. has 8,707 stores in the United States and Canada. This acquisition will bring their total number of stores to 9,815 in the U.S. and Canada. The transaction is expected to close in the second half of this year.Last January the firm selected Deutsch as its lead creative agency of record. Camelot continues to be 7-Eleven’s strategic media planning and buying agency.

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription!.

      • Party City

descarga (6)Boston-based Party City, an American publicly traded retail chain of party supply stores, has appointed Hill Holliday as its lead agency for creative, digital and media duties following a review. Zimmerman was the incumbent since 2009. Consulting firm Roth Ryan Hayes supported the review.

 

 

      • Target

descarga (8)72andSunny is no longer Target’s creative agency after approximately five years working together. Both companies have been working together for X-Mas holiday campaigns. 72andSunny and Target confirmed that the retailers holiday work has been awarded to Deutsch L.A., which partnered with Target in the past. WPP’s GroupM, appointed last year, will continue to be the chain’s media agency of record through its Minneapolis, MN, based Team Arrow Partners unit.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

 

 

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What: Brian Terkelsen, Mediavest | Spark Global President,  has resigned from his post at the end of the month.
Why it matters: The company has not yet named any  successor for this important position.

descargaBrian Terkelsen, Mediavest | Spark Global President,  has resigned from his post at the end of the month. The company has not yet named any  successor.

USA CEO Chris Boothe could be a possible replacement, according to Mediapost.

Terkelsen took over as Mediavest | Spark Global President just ten months ago. In that role, he was responsible for global revenue and overall business growth, client management, talent retention, product excellence and brand positioning for 3500 employees in over 100 countries. Prior to Mediavest | Spark he was CEO of Mediavest USA for almost 5 years. He also spent almost 13 years as SMV’s LiquidThread Global President.

He joined the Publicis Groupe-owned communications unit in 2002.

“I have been humbled and honored to lead this agency over the past years, first in the U.S. and most recently globally,” Terkelsen said in a statement. “I’m incredibly proud of the team and the brilliant work we have created in partnership with our clients and I look forward to their bright future.”

Publicis Groupe last year reorganized its media holdings, which also include Starcom, Zenith and former Optimedia Blue 449. Terkelsen’s depature has nothig to do with account losses. Actually,  Mediavest Spark has recently won some new account  like KFC, MTV and USAA in recent months.

What needs to happen for  video marketing budgets to increase? This question was asked by Portada to marketers at MediaVest, Horizon, Publicis Media and Dunkin’ Brands in a piece included in our just released 52 page 2017 Video Marketing Guide (Free Download).  Some key insights below.

00ce39dJennifer Weiss,VP, Connections Director, MediaVest (photo) tells Portada that “for Hispanic marketers in particular, there is still a lack of premium, relevant English-language content. Every source out there says the majority of Hispanics are consuming digital content in English, yet the majority of the premium, long-form, relevant video content is repurposed from Spanish language TV networks. Hulu has created some, but there is still a much bigger opportunity in this space. Advertisers are willing to pay more for great content that they know people are watching – and premium, long-form content doesn’t have the same viewability and fraud issues that less premium video content faces. There is also a huge migration of watching long-form content in the digital space, and our ads are less-intrusive there, so we definitely need to provide more content.”

Premium, long-form content doesn’t have the same viewability and fraud issues that less premium video content faces.There is a huge migration of watching long-form content.

DOWNLOAD Portada’s 2017 Video Marketing Guide! The intelligence and forecasts you need. Plus the trends interpreted by major brand marketing, agency and media executives who are shaping the video marketing space.

npiitwnt_400x400“The main challenge is to ensure that the content is relevant, authentic and engaging,” says Janina Delloca-Pawlowski, Brand Manager Multicultural Marketing, Dunkin’ Brands (photo). She adds that “based on research, one in two Hispanic mobile video users proactively seeks content that is relevant to them as a Latino and connects them with aspects of their culture. In fact, they are more likely to watch ads on their smartphones if those ads exemplify aspects of their Latino culture. In addition, they consume online video content in both languages so it is imperative to provide consumers with both English and Spanish content and let the consumer choose the language in which they prefer to engage with our brand.”

Horizon’s Karina Dobarro, VP Managing Director of Multicultural Brand Strategy, Horizon Media,karina-dobarro agrees with Delloca-Pawlowski, “The biggest opportunity today with online video is being able to reach a captivated Hispanic audience with premium content in both languages.”

Off-line Sales Measurement Needed

MediaVest’s Weiss stresses that for video advertising to substantially grow it is necessary for buyers to obtain offline sales data. “We know the consumption is happening – consumers post on social media about seeing our ads online. Yet, many publishers are nervous about allowing closed-loop offline sales metrics. The more we can prove that our media dollars are working hard in the online video space, and with particular publishers, the more media dollars will be available for online video publishers.”

Many publishers are nervous about allowing closed-loop offline sales metrics, but we need offline sales measurement.

People-based Targeting Based on First Party Data

Weiss also has a interesting point to make when she speaks about the scarcity of first party data. “A key hurdle for Hispanic marketers in the online video space is targeting Hispanics on English language sites. We know that Hispanics are consuming General Market media online, yet most of the targeting data available comes from cookies – largely from people who have visited a Spanish language site. We need to make sure we’re able to reach those Hispanics who never visit a Spanish-language website. More 1st party data will help us deliver on that, and publishers need to do more to gather & share that data with advertisers. As the industry moves more towards programmatic private marketplace deals to buy video, this data becomes the holy grail. Many advertisers find it challenging to reach Hispanics with programmatic on English language sites right now, even though we know the audience is there. We must get over the cookie hurdle and move more towards people-based-targeting. “

As the industry moves more towards programmatic private marketplace deals to buy video, first party data becomes the holy grail.

Tailored Creative Messages

44b4c8665d4c4e212964143b8192b228_400x400To Marla Skiko,EVP, Director of Digital & Data Solutions, Publicis Media (photo).  “One challenge is to ensure that creative messaging is tailored for the environment. Marketers want to be as relevant as possible based on what they know about their intended consumer, which has been enabled in part by data-driven audience buying. Beyond that, also tailoring the message for differing video formats is crucial. On some platforms video will have audio, for instance, and in others the audio must be user initiated. Depending on functionality, marketers and agencies must design for success.”

 

Los Angeles rapper Murs just broke the world record for the longest rap marathon after rapping for more than 24 hours straight. From a marketing perspective it is interesting that the endurance test was  sponsored by Boost Mobile, a wireless service that mostly targets African-American and U.S. Hispanic consumers. We talked with Juan Chouza, ‎Associate Media Director at Mediavest | Spark (Boost Mobile’s media agency).

juan-chouzaAfrican and Hispanic audiences  love rap music. This did not go unnoticed for the brand marketers at Boost Mobile as well as the wireless provider’s media buying agency Mediavest | Spark. Juan Chouza,  ‎Associate Media Director at Mediavest | Spark in New York City (photo) tells Portada that Boost Mobile targets the African-American and Hispanic audiences and is able to connect with them through their passion point of music, hip hop and reggaeton. Chouza is excited about Murs’ new record: “In just over 24 hours, Murs rapped  his way through just about every mid-1980s and 1990s rapped classic in the book, showcasing an impressive mix of endurance and stylistic malleability in the process. Throughout the marathon, the inexhaustible Murs effortlessly mimicked legendary rappers as he performed timeless songs without missing a beat. ” Murs was watched by more than 4,000 fans on XXLMag.com, the hip hop and rap website that  live-streamed the rap marathon, during the last 5 hours of his 24 hour performance from October 12 to October 13 last week.Other social media properties that were activated included Boost Mobile’s Facebook page, Boost Mobile’s Twitter handle, Murs Social page, and XXLmag.com social posts from fans.

 This was a way to communicate to people that Boost Mobile offers unlimited music streaming.

Bringing Music to Life Through a Media Plan

“We bring music to life in every facet of the media plan to reach these consumers. For example, Boost Mobile is a major sponsor of the iHeart Concert series coming up in the fall for New York, Los Angeles and Chicago — additionally Boost Mobile will also offer fans a special private concert with J Balvin in NYC on October 26th.
Earlier this year Boost Mobile sponsored the “Where You At? LA” concert series, and the 5 shows were live-streamed on Facebook and hosted by Murs. This was the final show. XXLmag.com was one of the main partners that amplified the campaign. “It was also a way to communicate to people that Boost Mobile offers unlimited music streaming, alongside other music streaming services — including Slacker Radio which sponsored the Rap Marathon with Boost Mobile,” Chouza claims.

Boost mobile used XXLmag.com to target hardcore hip-hop fans that would be interested in Murs, his shows and the rap marathon. “Some of the tactics we implemented were homepage takeovers, mobile takeovers, live-streaming on XXL’s homepage, editorial and social posts.
Offline, we used a few billboards in Los Angeles to promote Mur’s show; as well as, the rap marathon,” Chouza adds.

Boost Your Voice and Cast your Ballot

During his 24 hour-long  performance rapper Murs wore a t-shirt with the word “Voter” on it.  “The Voter t-shirt is part of Boost Mobile’s “Boost Your Voice” campaign, which encourages low-income and minority Americans to cast their ballots this election season,” says Chouza. In fact, nationwide, Boost Mobile has offered its stores as polling stations on election day. “So far, election boards have approved polling stations at stores in San Diego, Orange, and Riverside; as well as, Chicago. The stores that will become polling stations on Nov. 8th are in multi-cultural neighborhoods with Hispanic residents making up 30-60+% of each city’s population.