MERCADEO Versión en español
Tecate launches new digital campaign targeting Hispanic Millennials
26 de agosto de 2013
Tecate beer and Terra, a leading Hispanic digital media company, announced the launch of a new interactive campaign for the brand entitled Are You Hombre Enough? With this on- and offline initiative we seek to continue building the brand image within the cerveza con caracter (beer with character) positioning. Tecate has been swaggering its masculinity for some time, and in this case were being a little more specific, targeting bicultural Millennials ages 21 and over Tecate Brand Director Gustavo Guerra told PRODU.The campaign is part of the biggest interactive program in English as yet created for the brand on a Hispanic portal in the United States, and continues to dare young men to show on what grounds they might be considered real hombres.Are You Hombre Enough? is a challenge developed by the multicultural media agency MediaVest 42 Degrees that includes digital content as well as offline activities over social networks all for the purpose of raising brand awareness and increasing Tecates visibility among the target audience.We worked on digital platforms before but never at this level, because now we know that one of the main environments for this audience is the digital world, and from that was born the idea of the Tecate challenge he said.For the offline portion of the challenge, the campaign makes use of DEPORTadas, two bilingual journalists who cover sports events in witty and sometimes irreverent ways. On their tour through Chicago, Dallas, Houston, Los Angeles and Las Vegas, they will defy guys at sports events to prove how much of an hombre they are through different challenges.The videos will be presented on Terra and the official page until October 2013, with consumers encouraged to vote for the participants who most overpoweringly show the boldness of a true hombre. The participant voted to be more of a he-man than all the rest will be eligible to win a trip to a big sports event.
