U.S. HISPANIC
ESPN Deportes debuts marketing campaign #YoDigoPresente to promote the 2015 Pan American Games
Maribel Ramos-Weiner| 14 de abril de 2015
The video features Calle 13s lead singer René Pérez Joglar performing La Vida, Respira el Momento
ESPN and ESPN Deportes launched #YoDigoPresente (I am In), a multimedia marketing campaign to promote the Toronto 2015 Pan American Games. The campaign features the captivating stories of the athletes journey to Toronto 2015 and the powerful music of Multi-Grammy and Latin Grammy Award winner, urban alternative band Calle 13 to engage sports fans across the country and throughout the Americas. The campaign features an anthem trailer developed by ESPN Deportes marketing team in partnership with creative agency Handle Like Eggs. The {video;www.youtube.com/watch?v=Z5DnD5LvLC4} features Calle 13s lead singer René Pérez Joglar performing La Vida, Respira el Momento, from their 2014 Grammy-winning album Multiviral, and images of athletes in their training routine coupled with footage from past Pan American Games. The Pan Am Games is a compelling sports event that features some of the best athletes in the world, and we wanted to make sure we focused our efforts on the power of storytelling and music. The stories of the athletes featured in the campaign, along with the music of Calle 13, allow us to create a powerful emotional connection with fans while generating excitement for the Games, said Michelle Bella, VP of consumer and ad sales marketing for ESPN Deportes. As part of the campaign, weekly Pan American vignettes leading up to July 8, will also showcase the challenges, struggles and dedication of athletes from Mexico, Puerto Rico, Dominican Republic and the U.S. preparing to represent their respective country. In addition to the vignettes of more than 30 athletes, the stories will be packaged in different formats and distributed in -and off- channel, across programming and multiple platforms.
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