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Noviembre 11th, 2011

Get to Know the Sponsors of the Latin GRAMMY Awards

By Lili Gil, Media Contributor and XL Alliance Managing Partner.

While Latin GRAMMY weeks is filled with events and celebrity power, the surrounding activities and glamour present a great platform for participating brands and sponsors to enhance their connection with the Latino consumer base. Below is a rundown of the sponsors as officially reported by the Latin Recording Academy and a video recap from the Heineken “House of Music” inside the Mandalay Bay.

For the past eleven years, Heineken has shown its great support of the Latin GRAMMY Awards and has returned this year as the official beer and malt beverage sponsor. New this year, and kicking off the pre-show activities for fans at home, is “La Experiencia Heineken,” which brings viewers a special performance by Daddy Yankee. The emblematic Heineken green carpet will also be rolled out to welcome the evening’s guests. Additionally, Heineken is a proud partner of the 2011 Latin Recording Academy Person of the Year tribute honoring Shakira, and the presenting sponsor of the official Latin GRAMMY After-Party. Local fans are invited to the “Heineken House of Music”, an audio and visual multi-sensory Latin music experience with live performances by some of today’s most promising talent, open at the Mandalay Bay Hotel and Casino from Nov. 8 – 10.

7UP has returned as the official beverage sponsor of the Latin GRAMMY Awards and surrounding events. 7UP is bringing their refreshing products to the public at the Latin GRAMMY Street Parties and Latin GRAMMY Acoustic Sessions, The Latin Recording Academy Person of the Year tribute gala, and the official Latin GRAMMY After-Party. 7UP will also provide beverages and gifts to lucky fans who are part of the “green carpet” bleachers at the Latin GRAMMY Awards.
Delta Air Lines is proud to be the official airline sponsor of The Latin Recording Academy, Latin GRAMMYs and The Latin Recording Academy Person of the Year tribute dinner. Delta passengers and members of Delta’s SkyMiles frequent flier program from Costa Rica, Venezuela, Colombia, and Guatemala won trips to see the Latin GRAMMYs live in Las Vegas through a variety of sweepstakes and radio promotions. With its leading global network, Delta offers service to 46 destinations in Latin America with nearly 400 weekly flights.

Walmart, which has supported the Latin GRAMMYs in the past, has returned as the official retail partner of the Latin GRAMMY Awards, and joins the Latin GRAMMY Street Parties as official sponsor with its Walmart Pavillion in Los Angeles, Houston, Dallas and Miami. Walmart’s lucky fans will be able to sit in its Latin GRAMMYs green carpet bleacher section, where they will have the opportunity to see all the biggest stars in Latin music arrive for the premiere night in Latin music.

McDonald’s has returned for the fourth consecutive year, bringing its Latin GRAMMY sponsorship alive through its support of the Latin GRAMMY Street Partiesand The Latin Recording Academy Person of the
Year tribute. Once again, McDonald’s gave its customers the opportunity to attend this year’s Latin GRAMMY Awards in Las Vegas, giving them the opportunity to experience Latin Music’s Biggest night firsthand.

This year, the Latin GRAMMY Awards are happy to count The Procter & Gamble Company (P&G) among its roster of sponsors. Representing P&G at the Latin GRAMMY Awards will be beauty brand CoverGirl, the official cosmetics sponsor and the make-up brand of choice used by artists on the live telecast, Pre-Telecast and Person of the Year gala; and “Orgullosa,” P&G’s new multi-brand initiative created to celebrate, empower and fuel Latina’s accomplishments and dreams. Orgullosa was introduced during Hispanic Heritage month with the unveiling of “Tengo la Falda Bien Puesta,” an original song composed by Latin GRAMMY Award-winning songwriter and current nominee, Yoel Henriquez. In honor of the initiative, P&G will be bringing 10 lucky fans who won the “La Falda Bien Puesta” sweepstakes to the Latin GRAMMYs.

Allstate once again returns as a proud sponsor of the Latin GRAMMYs. This year, partnering with Univison, Allstate will bring an “unlucky” winner to the live telecast and experience all of the excitement firsthand. They will be guests of Allstate and a date of Mala Suerte – known from the company’s Spanish language ad campaign – and will walk the green carpet together. The contest winner will enjoy a few days of fun and hopefully no chaos will arise. To enter, fans can visit Univision.com and enter keyword “Allstate,” or go to the Facebook page “Soy La Mala Suerte.”

It takes a lot to put on a great show and between the partnership with Univision, The Latin Recording Academy and all the participating sponsors, the show is poised to be filled with great surprises and increased relevancy for Latin music lovers!

Stay current with Hispanic Marketing insights and subscribe to HispanicAd.com . And stay connected to the latest happenings in news and pop culture with a Latino business perspective watching YouTube’s 1st and Only Hispanic Business Channel: Moments to CultuRise with Lili Gil. Contact: Twitter @liligil or visit myculturalintelligence.com .

http://hispaniccmo.com/2011/11/10/get-to-know-the-sponsors-of-the-latin-grammy-awards/

By themarketingmonitor • Posted in Advertising • No Comment

Noviembre 10th, 2011

Why Mobile Ad Sales Are Set to Spike in Latam

Mobile is clearly making money. Worldwide, revenues from mobile ads will top US$3.3 billion—more than double the $1.6 billion earned in 2010.
And Latin America is driving the mobile ad surge: in Argentina alone, mobile ad revenues grew by 657% in 2010. Other countries are also showing mobile money spikes, including Brazil and Mexico.
Here’s why the mobile ad market is heating up in Latin America.

#1 Cellphone penetration. Across Latin America, it reached 100% in 2011, compared to 102% in the United States. Several Latin American countries boast more than 100% penetration, such as Argentina (142%) Uruguay (130%) and Brazil (118%). Latin Americans are also buying more and more multimedia phones—which are excellent for displaying mobile ad content.

#2 Smartphone penetration. Smartphone sales in Latin America for 2011 total 31 million so far, spiking by 165% in Brazil between 2010 and 2011. In Mexico, they make up 35% of the market, while smartphone penetration is at 20% in both Argentina and Colombia. Sales will grow by 30% a year over the next 5 years—or more. Smartphone prices in Latin America have dropped to the $100 range recently, making them more affordable than ever. For advertisers, this means they have an even better device to reach customers with ads, plus improved targeting.

#3 Consumer behavior. A recent study showed that 26% of online shoppers in Mexico used a mobile device to make purchases, while 79% of Brazilian cellphone owners use their phones in some part of the purchase process.

In Colombia, the amount of mobile Internet users spiked up 119% between 2010 and 2011 and 3G cellphone use went up 4% in the same period.

And when the Mobile Entertainment Forum surveyed 8,500 Latin American cell phone users in 2011, it found that 20% of them are prepared to spend 200 euros on mobile purchases, double the next closest region (India, with 10%).

Jumba Mobile Network
In response to this impressive surge, we have launched the Jumba Mobile Network to help advertisers reaching this growing Latin American mobile ad market. With Jumba, advertisers can target by:

• Demographic group
• Geographic area (country, state or DMA)
• Carrier
• Handset, brand or operating system
• Applications and sites
• Age of handset
• Time of day or day of the week
• Frequency, Wi-Fi or location-based

Ad formats include QR codes, traditional display in a range of sizes, rich media or text.

For more information about how we can help you take advantage of Latin America’s surging mobile ad market, contact us at info@usmediaconsulting.com.

http://newsletter.usmediaconsulting.com/2011/11/why-mobile-ad-sales-are-set-to-spike-in-latam/

By themarketingmonitor • Posted in Hispanic Marketing • No Comment

Noviembre 8th, 2011

Drive a VW Passat and learn Spanish

Image from the VW Passat commercial

Sometimes a very simple concept for a commercial results in a rewarding 30 second spot. The newest campaign from VW Passat features two men embarking on a road trip, and one of them brings nothing but a ‘Learn Spanish’ tape for the men to listen to. We see the men drive far and wide, we hear them practice “Vámonos” and “Gracias” with pronounced accents, and then much later, at night, they both leave the car at a gas station. One angrily says “Trece horas en el carro sin parar y no traes música” (“Thirteen hours in the car and you don’t bring any music!”), while the other one replies, “Mira entra y cómprame unas papitas” (“Hey, get in there and buy me some chips”). The Spanish is spoken fluently, using good grammar, slang words (“papitas” for potato chips), and native accents.

This ad makes me smile every time I see it, mostly because, as someone who is bilingual, I like hearing a little Spanish and English spoken together on TV. As someone who has grown up bilingual, I never thought there was anything incredible about speaking two languages (although three really blows my mind). Nevertheless, I have often encountered monolinguals who are astounded at the fact that one brain can hold two languages. “How can you switch back and forth like that?!” they say. This ad seems like it was created to appeal both to bilinguals who don’t need to read the subtitles, and also to monolinguals who think that learning a second language requires a thirteen hour car ride listening to language-learning tapes. Wow, they entered speaking one language and exited speaking another. It’s like magic! I applaud Passat for creating a simple, humorous ad with broad appeal.

http://www.reachhispanic.com/2011/11/07/drive-a-vw-passat-and-learn-spanish/

By themarketingmonitor • Posted in launchings • No Comment

Noviembre 7th, 2011

The Hispanic Market no longer a Gamble

I want to tell you a story that I read in a book by Dr.Paul McKenna (I Can Change Your Life in 7 Days) in which the author references to a story from the book Don’t Worry, Make Money by Dr.Richard Carlson. Carlson’s book tells a story about two men who were offered the same job by the same company. The job offered was not paid well, but with a large amount of stock. One man turned down the job, stating that the low salary was too risky. The other one took the job. The company was Microsoft, and in a few years the man who had taken the job had made a huge fortune. We are living that story once again, except, this time it’s not Microsoft; it’s the Hispanic market. Earlier tonight I was looking through People en Español and realized that a lot of top brands are making an effort to reach the Hispanic market. Some of the advertisers are not billion dollar companies, yet they know that Hispanics are vital for their bottom line. Actually, there are a lot more advertisers who should be advertising in People en Español, in other magazines, on TV or online to the Hispanic community. They miss out on a great opportunity. There’s no making up for the time lost in trying to reach the Hispanic consumer. The rapid growth of the Hispanic market is not only evident to smart advertisers, but to smart publishers as well; a good example is Break Media. They have eight different sites focused on attracting a male audience, subjects covered range from sports to girls and even games. According to Break Media’s CEO, Keith Richman, the opportunity to expand to the Hispanic market was too good to miss out on it. The Hispanic population has grown by over 40% in the last decade, and their spending capacity has past $1 trillion, increasing significantly each year. This information made Break realize that they had to start playing the game. So after hiring Fidel Martinez, a Mexican-American to be their editor, they launched Tu Vez, a site dedicated to Hispanic males in the US. While the advertisers preferred the site to be in Spanish, they eventually decided that it would be an English site. They were able to attract some big advertisers and in the first two months of existence they attracted 6.5 million page views. Break Media could have ignored this market and stayed to what they were good at. But, despite not having a single person of Hispanic descent on their staff, they realized that they needed to find a way into the Hispanic market. Therefore, Break is an excellent example for how the Hispanic market can boost your business. http://www.reachhispanic.com/2011/11/08/the-hispanic-market-no-longer-a-gamble/

By themarketingmonitor • Posted in Business • No Comment

Noviembre 4th, 2011

Coors Light’s ‘Fanaticos del Frio’

From HispanicAd.com. Coors Light is giving fans unprecedented access to one of the sport’s most elite and passionately-followed soccer leagues via “Fanaticos del Frio,” an in-depth and interactive online soccer experience. Legal-drinking-age soccer fans can head to www.FanaticosDelFrio.com and be treated to exclusive to FMF’s Primera Division access, as well as find scores, stats, plays and articles.

The new website features a variety of content that brings a new level of interactive excitement to the actual game-viewing experience and also enables fans to follow their favorite teams and players more closely in between games. At the heart of “Fanaticos del Frio” is Ms. CoolCast, the online host of the Primera Division games. Click on the CoolCast section of the site during select live games, choose your team, and Ms. CoolCast joins you on screen to cheer on your team throughout the game.

“Ms. CoolCast will celebrate your team’s goals, talk smack to the referee when he makes bad calls, and call out players pretending to be hurt during fouls,” said Cris Rivera, Hispanic marketing manager for Coors Light. “She watches the game with you and if you’re feeling like your team is not performing as they should, she will do her best to make you feel better.”
Coors Light’s ‘Fanaticos del Frio’.

Coors Light is giving fans unprecedented access to one of the sport’s most elite and passionately-followed soccer leagues via “Fanaticos del Frio,” an in-depth and interactive online soccer experience. Legal-drinking-age soccer fans can head to www.FanaticosDelFrio.com and be treated to exclusive to FMF’s Primera Division access, as well as find scores, stats, plays and articles.

The CoolCast section gives consumers the option of activating their computer’s camera to take photos of how they celebrate their game-watching experience. Those photos can then be shared during a broadcast of a future game. This section also displays a scrolling Twitter feed where fans can see what others are saying about the game and even join in on the conversation. Fans who visit the site will have the opportunity to discuss the game in real-time and see how the rest of the country feels about the action on the field.

“We set out to revolutionize the way our U.S. consumers watch Mexican soccer,” said Rivera. “Fanaticos del Frio will enhance the Primera Division games our fans already follow, but now in an exciting and interactive way from their laptop. The site is sure to become the soccer aficionado’s one-stop-shop to live the sport they love.”

http://nglc.biz/2011/11/01/coors-light%E2%80%99s-%E2%80%98fanaticos-del-frio%E2%80%99/

By themarketingmonitor • Posted in Hispanic Marketing • No Comment

Noviembre 1st, 2011

Hispanic Celebrity Chef Pepin Promotes Rumba Meats Sweepstakes

National campaign helps consumers win cash prizes and free products

Hispanic celebrity chef and cultural icon Chef Pepin is this year’s spokesperson for Cargill’s second annual Rumba meats brand on-pack sweepstakes promotion – “Warmth of Home” or “Calor de Hogar” – which is timed around the holidays when specialty meat consumption is at its highest.

www.hispanicprblog.com/hispanic-spokesperson-tracker/hispanic-celebrity-chef-pepin.html

Rumba meats partnered with Chef Pepin to leverage his Latin-influenced culinary talents and create new, flavorful spins on Hispanic dishes featuring Rumba products. Recipes he created include Menudo, Beef Tongue in Red Wine Sauce, and Pork Neckbone Stew.

Pepin will personally share his recipes with consumers at in-store cooking demonstrations in select markets as well as make them available on the Rumba meats website. Consumers will also have the opportunity to sample Pepin’s menudo recipe by attending Rumba meats food truck events in select markets.

The sweepstakes gives consumers a chance to win a $10,000 grand prize, one of 20 $500 prizes, or one of 80 free Rumba products. Consumers can enter during the promotional period from October 17, 2011 through January 15, 2012 by texting, entering online at www.rumbameats.com, or visiting us on Facebook at www.facebook.com/rumbameats.

To help build awareness of the sweepstakes among consumers and drive traffic to retail customers, Chef Pepin is appearing in news media interviews, radio ads, outdoor advertising, in-store events, point-of-sale signage and online initiatives.

“The Rumba® meats team is thrilled to continue the holiday promotion not only for consumers but for our retail customers as well,” said Rumba meats Brand Manager Uzma Powell. ”The holiday season is typically a significant time for consumers to buy Rumba meats since they are commonly used in many traditional holiday meals. We believe that adding Chef Pepin to the promotion will drive additional traffic to our customers’ stores.”

www.hispanicprblog.com/hispanic-spokesperson-tracker/hispanic-celebrity-chef-pepin.html

By themarketingmonitor • Posted in Advertising • No Comment

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