MERCADEO Versión en español
JCPenney along with AOL address Hispanics with a campaign for the Christmas season
Patricia Molina| 1 de diciembre de 2014
La campaña que muestra las tradiciones hispanas estará vigente hasta el 10 de enero
Last week, JCPenney announced its new project for the holidays. Working with AOL division BeOn shows how branded content can sell without much effort.The campaign, which will run until January, 10th shows the Hispanic family traditions at Thanksgiving and other holidays coming through vignettes. As ethnic families of the past, it is a blend of tradition and American customs.In the first episode, mainly in English (subtitles), it is presented the Thanksgiving dinner and the famous Black Friday, but despite being continuously displayed during the piece, the JCPenney brand is never mentioned.The four-minute video tells the story of the youngest members of the family Saucedo, who are responsible for preparing the Thanksgiving dinner with great effort, but something is lost in the translation of English to their aunts that will lead to a sweet and funny moment in the video.On this, Lyris Leos, director of Multicultural Marketing says Hispanics are a coveted market for mobile phones and online videos. “Our stores for Hispanic audiences will continue to be some of our best performing stores and our Hispanic customer has the consistently higher rates in the shopping experience for JCPenney,” he added. Apart from the {AOL;http://on.aol.com/show/518511878.473-the-gift-of-new-traditions/518524658} website, the video will be also available in the Facebook Latino page of JCPenney and the YouTube channel.
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