Yo Soy El Artista - Season 1It’s not enough to simply tweet to get fans excited about watching the next series episode or tune into live coverage of an event. Today’s social campaigns are entertainment events in themselves that can go on to gain earned media of their own and even be media properties in their own right.

In partnership with Latin World Entertainment, Telemundo brought the social media world into the real world by recruiting 100 of the top influencers to help judge Yo Soy el Artista, its new talent competition cum reality show. The 100 social media stars, chosen based on based on their impact and followings on Twitter, Facebook, YouTube, Instagram and Vine, helped the show’s panel of permanent judges narrow down the contestants during the first phase of the competition.

Yo Soy el Artista airs simultaneously in the U.S. on Telemundo and throughout Latin America on the cable networks E! and Telemundo Internacional.

In addition to bringing the 100 social media mavens to Los Angeles for the auditions, Telemundo held a social media summit for them, Yo Soy el Influencer, in which they could network but also learn about aspects of media and business including intellectual property issues and marketing.
YSEA Influencers (2)

All these social influencers have created their brands out of nothing.

“The show required that we had 100 social influencers physically on the set. They are really powerful at the top of their game, so we realized we need to give them something of value more than just coming to the show. All of them have created their brands out of nothing,” says Peter Blacker, executive vice president of digital and emerging business, Telemundo. ” “[We decided to] create a summit so they could meet each other.”

The content recorded during the taping will, of course, air as part of the show. But Telemundo hopes that the 100 influencers also will fire up social media with more content, ideally by using the #YoSoyelInfluencer hashtag.

“There’s a completely blurred line of where the TV show begins and ends and the social influencers,” Blacker notes. “Because the influencer isn’t’ saying, ‘I love this show.’ They’re saying, ‘I’m in this show, come to see me.'”

The influencer isn’t’ saying, ‘I love this show.’ They’re saying, ‘I’m in this show, come to see me.

In addition to the influencers’ appearances on Yo Soy el Artista itself, Telemundo scattered their appearances all over its TV content. The morning and afternoon shows interviewed them, and they showed up in news segments, as well.

influencer on facebook“We didn’t give them a specific guide and say, ‘You have to do this.’ We said, ‘Go do what you do best.'” Viners could Vine, bloggers could blog, etc. Nor were there any demands as to how much content the influencers had to produce. “They really appreciated that, and it made it 10 times more powerful,” Blacker says.

Telemundo will use various social listening tools to track the show’s appearances in social media, with the aim of eventually creating a report. Blacker sees the connection with these social media influencers as long-term. He says, “They understood this is establishing a relationship that will live way beyond the show.”

Hands-on social media

ManiCamAnother case in point is E! Entertainment’s Mani Cam, a special camera setup along the red carpet during awards ceremonies that provides close-ups of stars’ manicures. When it launched in 2012, the Washington Post’s Celebritology blog enthused, “E! revolutionizes Emmy Awards red carpet coverage with mani cam.” The Mani Cam continues to draw coverage from major news organizations, and it continues to live on E Online.

To complement the live Mani-Cam feature for E Online Latino, InPulse Digital created a Facebook app that let fans upload photos of their own manicures. It was promoted to viewers in Argentina, Venezuela, Colombia, Mexico, and Peru with geo-targeted Facebook ads.

“What we do a lot with TV content is create something parallel to what’s offline,” says Elisabeth Bohlmann, InPulse Digital’s EVP of client services.

Fans could submit photos via Instagram using the hashtag #manicam. The application automatically identified and uploaded photos immediately to the Facebook app. The app has been relaunched for multiple events, including the Grammys and the Academy Awards. For the 2013 Golden Globes, for example, the four-day marketing campaign included posts, ads, photo albums, and the tab itself. The campaign garnered 8,000 new page fans, 38, 200 clicks on the app tab, and 206,000 actions from ads.

Bohlmann notes that it’s now important for brands to buy advertising on Facebook for campaigns like this. “Today, if you don’t invest in advertising on Facebook, organic reach on average has gone down to about 2 percent,” she says. This campaign included sponsored posts.

InPulse manages all social media for E Online Latino, so the agency can use multiple social media channels to engage with fans. InPulse can’t directly correlate social media activity with increased viewing of TV shows, but the agency does monitor “tune in” type social media chatter. Bohlmann says, “When we see the interaction rising, we know we have more people watching. It’s not a direct correlation, but gives us a sense of what’s working.”

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. 30 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!

Anheuser-Busch InBev

descargaAnheuser-Busch InBev has decided to outsource U.S. media buying to an agency, putting in doubt the future of its in-house media unit. The brewer has not yet picked an external partner, but expects to complete its ongoing agency review in October. It is possible that the brewer would move some BMG employees to whatever agency it picks.A-B InBev is the nation’s 22nd-largest ad spender, shoveling out US $1.56 billion for U.S. advertising on brands including Budweiser, Bud Light, Michelob and Stella Artois in 2013, according to the Ad Age DataCenter.Agencies that survived an initial round of cuts include WPP’s MediaCom, Omnicom Group’s OMD, Publicis Groupe’s Spark, which is part of Starcom Mediavest Group, and Dentsu’s Vizeum, according to people familiar with the matter.The media changes are occurring under a new leadership team. Mr. Socquet joined the brewer’s U.S. division in January after running marketing in Canada since 2010. He recently elevated Lucas Herscovici, the former VP of U.S. digital marketing, to a newly created role called VP-consumer connections, which includes oversight of media, as well as digital and sports marketing.

Starcom- Buyagift

descarga (4)Starcom MediaVest Group (SMG) has been appointed to handle the international Pay Per Click (PPC) and digital activity for Buyagift.The international deal follows a pitch against Netbooster.


‘YO SOY EL ARTISTA’: Toyota, Revlon, T-Mobile

descarga (5)Telemundo announced a multiplatform sponsorship initiatives with Toyota, Revlon and T-Mobile that will be part of its new reality competition series, “Yo Soy El Artista.” The program will debut on Sunday, September 14 at 8PM/7C. “Yo Soy El Artista” will air simultaneously in the U.S. on Telemundo and throughout Latin America on the cable networks E! and Telemundo Internacional. It will incorporate the Toyota Camry and Toyota Prius via engaging integrations throughout the 13-episode run. Toyota will also sponsor branded vignettes and cross-promotional segments about the series on popular Telemundo programs. The partnership will extend off the television screen with a digital component, “La Trayectoria” (The Path) and a Twitter Amplify program .Revlon will feature Revlon Luxurious ColorSilk Buttercream™ hair color in a number of multi-platform initiatives. Miguel Garcia, expert stylist for Revlon Luxurious ColorSilk Buttercream, will lead a three-episode challenge.T-Mobile will become the exclusive wireless sponsor and official voting partner for “Yo Soy El Artista,” in addition to providing on-air and digital integrations.

Stolichnaya Vodka

images (1)Stolichnaya Vodka’s new campaign, developed by Stoli’s new AOR Richmond, Va.-based The Martin Agency,  is all about authenticity: Stoli as “the” vodka versus “a” vodka. The labels and cap stand out and the bottle is implied by the slightest color offset against a red background.The campaign also brings back TV ads, which will arrive in 2015. The effort includes print, out-of-home, and digital elements, all with the tag, “Stoli, The Vodka.” Digital includes 25 animated shorts running on Stoli sites like YouTube, Facebook, and Twitter, with shorter versions on Vine and Instagram.



descarga (8)Starcom has been awarded the global media planning and buying account for rental and hospitality website Airbnb. The account will be led out of the Chicago office with Starcom US working closely. The pitch was headed by TBWA\Chiat\Day Los Angeles, which partnered with TBWA\Paris and Lew’Lara\TBWA in Brazil as well as TBWA\Singapore and TBWA\London that had been working on projects with Airbnb in Asia Pacific and Europe. Also, TBWA has been appointed as global creative agency following a competitive review against unnamed agencies. Airbnb has more than 500,000 listings in 33,000 cities and 192 countries. The service was founded in August 2008 and is headquartered in San Francisco.

Southwest Airlines

descarga (6)Southwest Airlines is unveiling a brand refresh as it grows up and out of the U.S.The carrier is revamping its campaign, tagline, in-airport signage and even the aesthetic of its planes. The initial effort breaks with a commercial unveiling the new plane design themed, “Without a heart, it’s just a machine.”The new push aims to raise that bar by drawing in new passengers beyond its faithful flyers with the message that unlike most airlines, it cares. The relaunch is by far the airline’s biggest to date. This push is different in that it covers all communications, products and even its airport kiosks. GSD&M led the marketing for the rebrand. Branding firm Lippincott handled the design of plane’s exterior, the in-flight materials, the in-airport look and the logo redesign, Razorfish handled the design of the Southwest microsite. Camelot, Southwest’s longtime media agency, fielded the media.

Jimmy Dean®

descarga (7)Jimmy Dean®, a brand that has long been associated with breakfast and the morning sun, has released a new integrated marketing campaign to introduce the brand’s new line of lunch and dinner offerings. The new marketing initiative is keeping the iconic Sun character as the central theme of the promotion, which aims at delighting consumers through unexpected moments that brighten their days. The campaign, developed by TBWA Chiat Day Los Angeles, includes the launch of the world’s first solar-powered GIFs as the highlight of the “Sun Cinema” event, a shadow selfie consumer sweepstakes, and two new television spots. The multi-faceted 360 degree campaign will also be supported through additional on-the-ground events, print, digital, social, out-of-home advertising, shopper marketing and public relations.


CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 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!

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