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What: BRC Group, a marketer and producer of Hispanic soccer programs, has announced the launch of JUGOtv, a multi-platform digital sports network for U.S. Hispanic soccer fans. JUGOtv has partnered with some of Mexico’s greatest stars like Rafa Marquez, Luis Garcia and Ramon Ramirez., to bringing Mexican soccer and its stars closer to their fans in the U.S.
Why it matters: An increasing amount of video networks targeting sports lovers have been launched (including MCN Whistle Sports, which recently got US$ 20 million financing from investors including NBC). JugoTV is one of the first exclusively targeting the Hispanic soccer lover.

bZ-MsfRi_400x400BRC Group, the marketer and producer of Hispanic soccer programs in the U.S., and owner of Alianza de Futbol, the country’s largest amateur, Hispanic soccer program announced the launch of JUGOtv, a multi-platform digital sports network for U.S. Hispanic soccer fans.

Recognizing the popularity of the Mexican soccer league – LigaMX – which delivers the largest TV audience of all soccer leagues televised in the U.S., foreign or domestic, JUGOtv will focus on bringing Mexican soccer and its stars closer to their fans in the U.S. To do this, JUGOtv has partnered with some of Mexico’s greatest stars and personalities, including Rafa Marquez, Luis Garcia and Ramon Ramirez. JUGOtv will also be offering unique digital content opportunities with exclusive BRC Group clients including Oswaldo Sanchez and Carlos Valderrama.

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In addition to the celebrity hosted content, JUGOtv will also be producing several original series including Cruzando Fronteras, a 20 episode series featuring 20 players that are currently playing professionally in Mexico after being discovered in Alianza de Futbol’s scouting program-POWERADE® Sueño Alianza.

“We’re thrilled to partner with these great players, who played at the highest level of the sport on a global stage, who reach millions of fans through their social media, and who will help us to bring the game and its stars closer to fans in the U.S. in an exciting and entertaining way,” said Richard Copeland, Managing Director of BRC Group. “We have been working in Hispanic soccer in the U.S. for almost 15 years now, and know firsthand the incredible passion and insatiable appetite that Hispanic soccer fans have for ‘futbol’.”

“It’s a very unique situation and interesting dynamic, where the parents or grandparents of these players came to the U.S. from Mexico for a better life, and now these young men have gone back to Mexico to pursue a professional soccer career,” said Joaquin Escoto, Alianza de Futbol’s Managing Director. “There’s so many great stories and we look forward to following the journeys of these players, and more.”

JUGOtv’s content will be primarily short form video produced for consumption by Hispanic millennials on their mobile devices.

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. 18 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!

  • McFarland, USA

descarga (2)Latin music superstar Juanes has recorded the end title track, “Juntos (Together)” for Disney’s “McFarland, USA,” a song that was released digitally and serviced to Latin Radio across the country on January 20. “Juntos (Together)”will also be included on the full original motion picture soundtrack, with score from Brazilian composer Antonio Pinto, set to be released by Walt Disney Records on February 17. “McFarland, USA” will arrive in theaters on February 20, 2015.Juanes traveled to McFarland, California and filmed a music video for “Juntos (Together).” The “MC Farland USA” release by Walt Disney Pictures (agency OMD) is one of the first movie releases whose marketing is led by Hispanic insights.

  • Kellogg’s

descargaThe Kellogg’s company has launched “Open for Breakfast” campaign in the U.S. The latest marketing effort is aimed to push the growth of cold cereals, which have seen declining consumption since 2008. Through this campaign, Kellogg is inviting consumers to ask questions and engage in conversation through social media and OpenforBreakfast.com, which features a link to a form used to submit questions (registration, including email address, is required). The company is also using the platforms to offer content highlighting facts and statistics about the nutritional benefits of Kellogg products and breakfast cereal in general. The formats used include infographics and a series of videos. The launch video, which is viewable on YouTube as well as the hub site and Kellogg’s social media assets, shows consumers talking about the nutritional and sustainability concerns behind their decisions about which foods to buy. Future videos will feature Kellogg employees and third parties including nutritionists, teachers and farmers, as well as consumers, according to Kellogg.

  • Unilever

anW5fha__reasonably_smallUnilever is reviewing its multi-billion dollar, global media buying and planning business.The firm held its last review in early 2012, and tends to review every three years. For this matter, the company has invited the incumbents to participate.In 2012, incumbents included: Mindshare for North America, parts of Africa and Europe, Interpublic Group of Cos.’ Initiative in Latin America, Europe and Russia; and Omnicom’s PHD in various parts of Asia and Europe. Mindshare has worked on Unilever communications planning in North America, Western Europe and elsewhere since the late 1990s.Unilever reported US $8.3 billion last year in global advertising spending, which would include around US$1.4 billion in agency and production fees. Unilever’s digital spending increased 20% last year and now accounts for around 20% of the company’s global media spending.

  • On The Border

1TZAPjw1_reasonably_smallSq1 has been named digital agency of record Mexican grill and cantina On The Border, following a review. The agency will lead On The Border’s digital plans to grow the business both domestically and internationally. Sq1 has previously led digital campaigns for Papa Murphy’s, Wonderful Pistachios and The Portland Trail Blazers. On The Border spent US $6 million on measured media in 2013 and US $2.6 million between January and September of 2014.

  • Ram Trucks

descarga (3)Ram Trucks’ latest commercial features Miranda Lambert stars with her song “Roots and Wings” that she wrote exclusively for this campaign, which has been designed to broaden the appeal of both Ram and Miranda beyond their core audiences. The spot will play at concert venues just before she takes the stage after intermission.The “Roots and Wings” video elements include TV commercials as well as a digital spot that will run on targeted media. The first print ad will run in the Feb. 2 edition of Country Weekly magazine, where Ms. Lambert is on the cover. On their social-media channels, both Ram and Ms. Lambert will share behind-the-scenes video footage, upcoming partnership announcements, and “Roots and Wings” creative elements.The spot was created with Ram Trucks’ advertising agency The Richards Group and G7 Entertainment Marketing.

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

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!

 

What: CNN Latino ends television programming after broadcasting for a year in Spanish for the  U.S. Hispanic market.  CNN  en espanol (in Spanish), the Spanish-language version of CNN that is mostly aired in Latin America, will continue on air.
Why it matters: CNN Latino did not meet revenue expectations. The failure highlights the challenge in building a Spanish language news network targeting the U.S. Hispanic market. 

Translated by Celeste Martorana

CNN Latino -CNN Latino, the news network directed to the Hispanic market in the US, will close down its programming operations after a year, this February.

“CNN Latino was a bold effort to emphasize CNN’s commitment to the Hispanic market in the United States,” said Isabel Bucaram , a spokeswoman for CNN in Spanish.

“During 2013 we learned a lot and will use that knowledge to continue to innovate and evolve our presence in the Hispanic community in the United States,” Bucaram added.

Unluckily, despite the best efforts of many people, CNN Latino did not meet business expectations  and its programming will finish this month.

CNN in Spanish, the Spanish-language version of CNN, will continue on air.

CNN Latino’s history

CNN Latino began operating from Los Angeles in January 2013. Months later, it expanded coverage to Miami, where it began broadcasting on August 19 including a programming Spanish block made for the US Hispanic market.

CNN Latino Miami programming included shows like “Cala” featuring Ismael Cala, “Maria Elvira,” with María Elvira Salazar, “Showbiz Latino”, CNN Vida, “Buenos días Miami” with Tomás García Fusté y “Prohibido callarse” with Roberto Rodríguez Tejera.

The programs were transmitted on Channel 18 WDFL open signal, Comcast Channel 18, AT & T channel 20 and Atlantic Broadband channel 82. In addition, it was broadcast to other markets such as Los Angeles, New York, Orlando, Tampa, Phoenix and Salt Lake City, where they calculated it reached more than a third part of all Hispanic households in the United States.