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What: NBCU Hispanic Enterprises and Content  and DEFY Media,  leading independent creator and distributor of digital content focused on the influential 13-34 demographic, will partner.
Why it matters: Original Content Creators, both NBCU and DEFY Media will combine expertise to offer vew formats and concepts to Millennial, Mobile and Multicultural Audiences, that is “Generation M.  Defy is part of a new breed of digital media companies that produces original online content for the 13-34 age group.

nbcuniversal_400x4000ab9a404a0a7b10a10a0e8a97d4cc5cf_400x400NBCU Hispanic Enterprises and Content announced plans to partner with DEFY Media, a leading independent creator and distributor of digital content focused on the influential 13-34 demographic. The alliance will build upon the combined expertise of each media company to develop new social and mobile content specifically designed for “Generation M” (Millennial, Mobile, Multicultural).  The partnership will be focused around DEFY Media’s popular Spanish-language channel, Clevver Teve, with initial initiatives centered around moms, fitness and beauty running across digital, linear and mobile platforms launching in the fourth quarter of 2015.

The deal will build on DEFY Media’s leading position as one of the largest creators of original content for the Millennial audience, with a massive reach of over 50 million YouTube subscribers and over 500 million monthly video views, and tap into NBCU Hispanic Enterprises and Content’s extensive reach and experience engaging Hispanic across television, digital and mobile platforms. The new formats and concepts, produced in Spanish and English, will also leverage access to talent and studios from both companies to bring high quality, customized content to the coveted and highly engaged Hispanic audience.

“DEFY Media has consistently been ahead of the curve in bringing innovative and highly social content to the marketplace,” said Peter Blacker, Executive Vice President, Digital Media and Emerging Businesses, NBC Universal Hispanic Enterprises and Content. “We are thrilled to be their official Hispanic partner and look forward to working together to create new and exciting products that engage the U.S. Hispanic audience in multiple languages and on multiple platforms.”

Keith Richman, President, DEFY Media, said: “NBC Universal Hispanic Enterprises and Content leads the industry with its innovative approach to engaging Hispanics across all platforms in Spanish and English. We are excited to grow this market together with new concepts and experiences.”

A recap of major news on the Marketing and Media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.

heineken uefaHeineken Takes a Replay for UEFA Campaign

The beer brand was late to the party, but its first-ever Hispanic TV campaign on Fox Deportes scored so well that it’s signed on again for the 2015 season. The 2014 campaign included commercials and bumpers on-air during games, plus placement on the Fox Deportes website. Heineken and Fox used Twitter Amplify to promote #sharethesofa, an initiative that let soccer fans interact with players in real time. A contest promo on Foursquare asked fans to link their accounts to Heineken in order to win prizes and a trip to Europe for live games. Results were record-breaking, according to Multichannel News.

Corona Extra Doesn’t Need Extra Hispanic Campaign

Maybe because the Latin angle is baked into its brand, Corona Extra will use the same creative approach for Hispanic and general-market campaigns this summer. Two ads, created by Cramer-Krasselt and La Comunidad, will run on TV and digital channels. La Comunidad spot’s includes both an English- and Spanish-language version.

John Alvarado, vice president of marketing for Constellation Brands’ beer division, told Adweek that multicultural millennnias perceive Corona as a multicultural brand, anyway.

Multi-media Millennials

Maybe Alvarado read this article from Latin Post rounding up recent research from several sources showing that Latino millennials are mobile-happy and also happy to receive media content in Spanish and English. A followup article notes that a whopping 90 percent of young Latinos use mobile banking.

TN-255989_LaChingona_uncensoredThat’s a Spicy Pizza

Pizza Patrón’s Latin-inflected La Ch!#gona pizza was its most successful limited-time-offer offering in the chain’s history. Was it the chilis or the social media campaign? When radio stations refused to air spots using the C-word, Patrón took to Twitter to complain it was being censored for “speaking Mexican Spanish.” The result was not only más pizza sales, but also a U.S. Hispanic Idea Award.