General Motors has recently moved the local portion of its Chevrolet media business from Dentsu’s Carat to Publicis-owned Martin Retail Group, Adweek has reported. Martin Retail Group will handle media planning and buying duties for the brand’s regional dealers across the United States. Carat will remain global media agency of record for all GM brands.
Japanese gaming giant Nintendo has tapped Interpublic’s Initiative to handle its’ U.S. media business following a competitive review, AdAge first reported the news. Publicis Media’s Blue 449 was incumbent. Nintendo spent US$84 million on paid media in the U.S. in 2017 and just under US$36 million during the first nine months of 2018, according to Kantar Media.
Major League Soccer
Major League Soccer unveiled the newest iteration of its brand campaign, “Our Soccer,” highlighting the intersection of sports, culture and entertainment. The campaign features an anthem that expresses the unique experience of being an MLS fan and the growth of the soccer movement in North America. The most diverse sports league in the world, MLS places the spotlight on its star-studded, multi-cultural fan base by featuring multi-platinum Latin superstar Prince Royce.The campaign was produced by Cornerstone and The FADER, MLS’ creative agency of record. Spots were directed by acclaimed filmmaker Clayton Vomero.The spot was produced in English, Spanish, and Spanglish (a fusion of English and Spanish), French-Canadian (for MLS’ fans in Quebec) all reflective of MLS’ rich, multicultural fan base. The campaign 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.
2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Los Altos Ranch Market
Phoenix leading Hispanic grocer Los Altos Ranch Market is planning to enter the Tucson market. Los Altos Ranch Market will occupy the former Fry’s store in the Placita del Rio shopping center, on the northeast corner of Irvington Road and Interstate 19.
Pancheros Mexican Grill
Pancheros Mexican Grill, a chain of fast casual Tex Mex restaurants in the United States serving Mexican-style cuisine, has appointed Boulder-Colorado-based Supply as its media agency-of-record following a review. Pancheros previously worked with J.W. Morton. The chain was founded in 1992 by Rodney Anderson when he opened two units: one in Iowa City, Iowa (near the University of Iowa campus), and one in East Lansing, Michigan (near the Michigan State University campus). There are currently 71 units throughout the country.
Nintendo, a Japanese multinational consumer electronics and video game company headquartered in Kyoto, has launched a media review in the U.S., according to Adage.com. The gaming giant´s incumbent on the account is Publicis Media’s Blue 449 and will defend in the pitch.Nintendo Co. spent an estimated US$73.8 million in measured media in the U.S. in 2017, according to Kantar Media.Nintendo has hired External View Consulting to manage the search process.
Sling TV, the only streaming TV service to provide Spanish-language content by region, announced the launch of three Argentine channels in its “Sudamérica” regional pack, making Sling TV the leader in South American content among streaming TV providers in the United States. Telefe Internacional, El Trece Internacional and Todo Noticias join 10 other South American channels in Sudamérica, featuring content from countries like Argentina, Colombia, Ecuador, Venezuela and more.Sudamérica is available for US$10 per month when purchased on a standalone basis, or US$5 per month when combined with “Sling Orange,” “Sling Blue” and/or any Spanish-language service from Sling TV.In addition to these channels, Sling TV’s Sudamérica package offers TyC Sports, an Argentine sports channel that covers soccer, volleyball, tennis and basketball. Other channels in Sudamérica include Caracol, Nuestra Tele, NTN24, RCN Novelas, TV Venezuela, Ecuavisa Internacional, Bolivia TV, Canal Sur and Estudio 5. For more information on Sling TV’s Spanish-language offerings, visit www.sling.com/latino.
JOHNSON’S® is relaunching its entire lineup of baby care products globally – starting in the U.S. in late July. JOHNSON’S Baby US Hispanic team at CCOM Group is behind this effort. The iconic baby brand that our abuelitas loved will no longer look the same with a big transformation from the inside and out. For years, JOHNSON’S® has been listening to and responding to parent feedback about their products and with their latest restage the brand put modern parents at the center of the reformulation to make sure they live up to the expectations of today’s millennial parents and tomorrow’s Gen Z families. JOHNSON’S® has engaged 26,000 parents to help them create the new products.The brand has redesigned all of their washes, lotions and haircare products and reduced the number of ingredients in its portfolio by more than 50%, including removing sulfates and dyes. Their products have been free from parabens and phthalates for years—but now 96% of the ingredients in our leading products are naturally-derived. Not only is the design on the bottles changing but they’re also introducing new ergonomic bottles with pumps for convenient, one-hand use which makes bath time easier. JOHNSON’S USH media efforts as it relates to the relaunch include: dedicated Hispanic spend has increased +14% YOY; consistent, weekly presence on Hispanic National TV networks – like Univision, Telemundo, & UniMas; 70% digital plan is focused on channels that overindex against USH, like social & mobile video; branded presence on BabyCenter en Español to maximize reach amongst new moms and premium, high impact positioning in endemic Print, like Parents Latina.
As part of its ongoing Elevate initiative, Anheuser-Busch has launched two collections of downloadable stock photography featuring properly served beer, diverse consumers and brewers, myriad beer styles, and contemporary settings—for free. Anheuser-Busch says the images will be available royalty-free through photo sites Pexels and Unsplash, and feature four of the craft breweries now owned by Anheuser-Busch: Four Peaks in Tempe, Arizona; 10 Barrel in Bend, Oregon; Karbach in Houston; and Veza Sur in Miami. In 2017, 39 percent of beer drinkers identified as female, according to Mintel’s Beer and Craft Beer report, while 32 percent identify as African-American, Hispanic, Asian, or otherwise non-white according to Anheuser-Busch market research. A good number of beer drinkers who weren’t typically finding themselves represented in mainstream beer photography, marketing materials, and design. And it’s not because photo service users were indifferent: Pexels says diversity-related searches increased increased by 180 percent from 2016 to 2017.When consumers see people like themselves reflected in these beer images, this aligns Anheuser-Busch’s craft brands with young, diverse drinkers who are going to make up larger and larger portions of the beer-consuming market in the coming decades.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Smirnoff / Absolut Vodka
Smirnoff and Absolut,rival vodka brands, are both out with new limited-edition bottles. Smirnoff parent Diageo has begun releasing limited-edition bottles with designs inspired by specific North American cities.The first two bottles, for California and Chicago, will be available at retail through November.Each design features a locally resonant image on the front and references to local language and customs on the back.Absolut has released an “Absolut World” version that “aims to bring people together by defying the distances between us and carving out new connections across international borders,” according to the brand. “Absolut World” is part of a global campaign from parent Pernod Ricard encouraging people around the world to take selfies and share tips about the hotspots and hangouts they love within their home cities.Once uploaded, the selfies become part of a mosaic of faces of participants, along with their names, locations, and hotspot recommendations.“The platform will connect travelers from all around the world and unlock experiences that bring people together,” explained Lisa McCann, brand director, Pernod Ricard Global Travel Retail.Pernod Ricard Global Travel Retail is promoting the bottle and campaign in airports in key global markets.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Nintendo’s release of Pokemon Go has taken the world by storm, as a walk down the street is now an exercise in dodging the many players, heads buried in their phones, that run around in person of imaginary creatures that are overlayed onto their devices’ cameras. We speak to Zachary Rosenberg, president of MBMG Media Group, about just how this somewhat unexpected eruption of augmented reality will affect digital marketing strategies.
Are Marketers Ready for Augmented Reality?
To most of us, it felt like Pokemon Go came out of nowhere. But were marketers ready? According to SmarterWeb, 5.9% of Android users were on the app by July 15, nine days after its release, sending marketers scrambling to find a way to monetize it.
In-game advertising, to this point, has been limited to “lures” that attract a Pokemon to your place of business for 30 minutes in what is called a “Pokespot.” Physical businesses like restaurants, bars or stores have already seen huge results: A New York pizzeria that paid $10 for a lure apparently saw a 75% increase in revenue, and who doesn’t like to see local businesses thrive?
Brands looking to target Hispanics will be particularly interested in Pokemon Go, because the demographic uses mobile heavily.
Brands looking to target Hispanics will be particularly interested in Pokemon Go, Rosenberg pointed out, because the demographic uses mobile heavily.
Rosenberg’s take is that the adoption was more astounding than the technology, given the fact that the game requires so much action: “You never know how much effort people are willing to put into something. When you think about, expecting people to leave their house/couch to go out into the streets to accomplish these missions is a big ask.”
I would urge my clients to take a step back and evaluate if developing a game fits into their brand voice and objectives. If it does, the key will be riding the wave while AR is on the upward trend.
Pokemon Go, backed by Nianta Labs (a spinoff of Alphabet, which owns Google) and Nintendo, had the backing of big brands with lots of resources. Rosenberg asked: “The real question is, would a game/brand with less recognition have been able to have the same effect?”
Challenges: Fear of the Unknown, Timing
Nianta claims that more advertising options will be introduced in the form of sponsored locations, which use the logic of Google AdWords by charging per visit instead of click. But the app’s continued success may be affected by timing: “Releasing the game during the summer was a smart move but once kids are back in school and overall mindset shifts away from summertime fun, it will be interesting to see how the user base fluctuates,” said Rosenberg.
Continued momentum will also depend on a “second wave” of players adopting the technology, and any other AR games that are released. “As with all new technology, there will be early adopters and those who are intimidated at the unknown,” Rosenberg added.
The key will be riding the wave while AR is on the upward trend. If not, brands can find other ways to leverage the current trend, especially within social.
Augmented reality is unique in that it is so dependent on physical location, but time will tell how effective location-based marketing is. Aligning brands’ objectives with the reach of AR-based marketing will “vary from one campaign to another, depending on each campaign’s specific goal,” Rosenberg asserted, and “understanding this goal will inform the exact metric for the return on investment and determine if those metrics are in fact, trackable.”
While physical locations like restaurants and cafes can measure ROI easily through visits that convert to sales, the success of other campaigns and sponsorships may not be as easy to measure.
Hispanic Targeting Opportunities
Brands looking to target Hispanics will be particularly interested in Pokemon Go, Rosenberg pointed out, because the demographic uses mobile heavily.
Not only do they use mobile heavily, they often depend on it. A new study from the Pew Research Center found that while just 10% of white smartphone owners relyon mobile devices to access the Internet, the same is true for 23% of Hispanics.
The study also found that the digital gap between Latinos and Whites is shrinking, which makes sense, since the Hispanic population is the fastest-growing in the United States. In the study, the percentage of Latino adults who report using the Internet increased from 64 percent to 84 percent between 2009 and 2015, versus an increase of 80 percent to 89 percent among White adults who use the Internet. This means that while the gap was 16% in 2009, it is now just 5% in 2009.
“Targeting options are consistent across games,” Rosenberg added, and augmented reality will afford brands tools for “relevant in-game options that may appeal to a particular segment of a brand’s target.”
The app has drawn big numbers of minorities to the Pokemon franchise. A recent study by mobile marketing firm mfour found that 40% of Hispanics said that the new app was their first introduction to Pokemon, while that was only the case for 32% and 31% of Caucasians and Asians, respectively. The study claimed that 13.4% of respondents identified as Hispanic/Latino.
Lee Vann, cofounder of Hispanic marketing agency Captura Group, commented: “The Pokemon Go craze looks like it is here to stay and along with it AR is becoming a top-of-mind tactic for digital marketers. It is not surprising that the hottest game on the planet, or virtual planet, is being embraced Hispanics and marketers looking to tap into the nation’s fast growing, digitally connected consumer group should considering going with Pokemon Go to reach them.”
Rosenberg also highlighted what is one of the biggest concerns with augmented reality: intrusiveness. While AR ads are effective because they generate such high levels of engagement, they may be so engaging that they become annoying. Like they are with pop-up ads, brands must be careful.
The final verdict: “Until adoption of AR games grows in scale, targeting may be more limited.”
Above all, Rosenberg reiterated that not all brands’ messages align with augmented reality games. “I would urge my clients to take a step back and evaluate if developing a game fits into their brand voice and objectives,” he advised. “If it does, the key will be riding the wave while AR is on the upward trend. If not, brands can find other ways to leverage the current trend, especially within social.”