Winner of the Publisher’s Multicultural Award Category: Best Multicultural Awareness Article

What is life like in America for Hispanic Americans?  What are their thoughts and concerns about family, employment, education, religion, opportunities, and healthcare?  We asked Claudia Goffan, founder of Target Latino, an Atlanta based marketing and consulting firm specializing in the Hispanic market, to provide “The College World Reporter” readers with her own views from inside Hispanic America. Here is our interview:

Claudia "Havi" Goffan - Hispanic Marketing Expert and CEO of Target Latino

Q. Could you give us an inside look at Hispanic or Latino life?

A. To fully understand the Hispanic market, you need to analyze it by country of origin, level of acculturation, age, sex, marital status and educational level. Although some generalizations can be made, they have to be understood as such and not as an answer to comprehending the culture.

Let’s talk about some of the generalizations about the Hispanic culture. The very first one that comes to mind is about family being the first priority, the children are celebrated and sheltered and the wife usually fulfills a domestic role. Hispanics have a long Roman Catholic tradition and this usually implies quite a fatalistic outlook where destiny is in the hands of God. Latin American educational system is based on emphasis on the theoretical, memorization and a rigid and very broad curriculum. It follows the French schooling system and it translates into people who are generalists and look at the big picture as opposed to specialists, like in the U.S. Hispanics are highly nationalistic, very proud of long history and traditions.

Hispanics have difficulty separating work and personal relationships and are sensitive to differences of opinion. Hispanics fear loss of face, especially publicly and shun confrontation, where truth is tempered by the need for diplomacy. Title and position are more important than money in the eyes of Hispanic society. Etiquette and manners are seen as a measure of breeding and it follows an “old world” formality. Dress and grooming are status symbols whereas in the U.S. appearance is secondary to performance. The aesthetic side of life is important even at work.

Q. Tell us about the purchasing power of the U.S. Hispanics?

A. According to the University of Georgia’s Selig Center for Economic Growth in 2004 the nation’s largest minority group controlled $686 billion in spending. The community’s purchasing power comprises the world’s ninth biggest economy and it’s larger than the GNP of Brazil, Spain or Mexico. Hispanic purchasing power is projected to reach as much as $1 trillion by next year (2010) being the main drivers of the surge in Hispanic consumer influence the increasing education levels, labor force composition, household characteristics and accumulation of wealth. The fastest-growing occupational categories for Hispanics are higher paying managerial and professional jobs.

Q. What about Hispanics’ Healthcare Access?

A. I will quote a new analysis by the Pew Hispanic Center that indicates that six-in-ten Hispanic adults living in the United States who are neither citizens nor legal permanent residents lack health insurance. According to this same study, the share of uninsured among this group (60%) is much higher than the share of uninsured among Latino adults who are legal permanent residents or citizens (28%), or among the adult population of the United States (17%). Hispanic adults who are neither citizens nor legal permanent residents tend to be younger and healthier than the adult U.S. population and are less likely than other groups to have a regular health care provider. Just 57% say there is a place they usually go when they are sick or need advice about their health, compared with 76% of Latino adults who are citizens or legal permanent residents and 83% of the adult U.S. population.

Overall, four-in-ten (41%) non-citizen, non-legal permanent resident Hispanics state that their usual provider is a community clinic or health center. These centers are designed primarily as “safety nets” for vulnerable populations and are funded by a variety of sources, including the federal government, state governments and private foundations, as well as reimbursements from patients, based upon a sliding scale (U.S. Department of Health and Human Services, 2008).

The study also reports that some 37% of Latino adults who are neither citizens nor legal permanent residents have no usual health care provider. More than one-fourth (28%) of the people in this group indicate that financial limitations prevent them from having a usual provider – 17% report that their lack of insurance is the primary reason, while 12% cite high medical costs in general. However, a majority (56%) say they do not have a usual provider because they simply do not need one. An additional 5% state that difficulty in navigating the U.S. health care system prevents them from having a usual provider. According to Pew Hispanic Center estimates, 11.9 million undocumented immigrants were living in the U.S. in 2008. Three-quarters (76%) of these undocumented immigrants were Latinos.

Regarding health status, the study reports that the Latino population in the U.S. is relatively young, and Latino adults who are neither citizens nor legal permanent residents are younger still. Some 43% of adult Latinos who are not citizens or legal permanent residents are younger than age 30, compared with 27% of Hispanic adults who are citizens or legal permanent residents and 22% of the adult U.S. population.  The youthfulness of this population contributes to its relative healthiness.

About the Hispanic experiences in the Health Care System, the Pew reports that three-fourths (76%) of Latino adults who are neither citizens nor legal permanent residents report that the quality of medical care they received in the past year was excellent or good. This is similar to the proportion of adult Latino citizens and legal permanent residents (78%) who express satisfaction with their recent health care. However, when asked a separate question – whether they had received any poor medical treatment in the past five years – adult Latinos who are neither citizens nor legal permanent residents are less likely (16%) to report any problems than are Latinos who are citizens or legal permanent residents (24%).

Among those Latinos who are neither citizens nor legal permanent residents who report receiving poor medical treatment in the past five years, a plurality (46%) state that they believed their accent or the way they spoke English contributed to that poor care. A similar share (43%) believed that their inability to pay for care contributed to their poor treatment. More than one-third (37%) felt that their race or ethnicity played a part in their poor care, and one-fourth (25%) attributed the unsatisfactory treatment to something in their medical history.

Q. What is the difference in viewpoint between young Hispanics or Latinos born and raised in the United States, and their older parents or grandparents who migrated to the U.S. from other countries?

A. The one difference that applies to all Latinos existent between non and semi-acculturated Hispanics and fully-acculturated or U.S. born Hispanics (young or old) is that whereas the non and semi-acculturated Latinos are trying to learn how to navigate the American culture, the U.S. born Hispanics or fully-acculturated know how to navigate the American culture and “learn” to navigate the Hispanic one from their family.

Q. Who are people on the rise in the Hispanic or Latino community that may become corporate leaders, or the next Sonia Sotomayor?

A. There are many Hispanics on the rise in every walk of life in the United States. Some people may not even notice of their Hispanic background because it usually comes to light when there are political issues at stake. For example, a currently retired doctor that was the Director of Cardiology of the St. Joseph’s Hospital in Atlanta was originally from Argentina. The creative that many years ago came up with the successful campaign for a drug that put the country to sleep is a Nuyorican (Puerto Rican born in New York).

Regarding known Latinos on the rise, you may want to keep an eye on Christine Arguello, Judge, U.S. District Court, Colorado; Emiliano Calemzuk, President, Fox Television Studios; Ignacia Moreno, Counsel, Corporate Environmental Programs, General Electric Company; Esther Salas, U.S. Magistrate Judge, District of New Jersey; Thomas Saenz, President and General Counsel, Mexican American Legal Defense and Educational Fund (MALDEF); Hilda Solis, Secretary of Labor; Rosa Gumatatotao Rios, United States Treasurer; Elena Rios, President & CEO, National Hispanic Medical Foundation; Enrique Conterno; President, Eli Lilly, USA and Edward Chavez, Justice, the State of New Mexico Supreme Court, among many others.

Q. What should everyone know about Hispanics or Latinos?

A. The first thing that comes to mind is the very little known fact that 6 out of 10 Latinos are U.S. born.  The second one is that the younger the generation, the higher the percentage of Hispanics in it. It is imperative to understand the new U.S. demographics when developing business strategies, city planning, new products, etc.

About Claudia Goffan: Recognized as an expert in Latino Marketing by CNN en Español, Claudia has been featured in Adweek, Hispanic Business, Univision, Telemundo and other national and international media.

A motivator, strategic and hands-on, innovative, creative and resourceful. It has been said that her humor and presence immediately captivate audiences. She has an MBA from the University of Buenos Aires, Argentina and from the University of California, Los Angeles (UCLA), and more than 20 years specializing in Marketing and Strategic Planning both internationally and domestically. She is bilingual and bicultural in English and Spanish and fluent in Portuguese, French, and Italian.

About Target Latino: Target Latino was founded in 2003, with a vision unparalleled at the time – to show American companies the importance of the U.S. Hispanic market – not by preaching but by acting. Target Latino is a marketing consulting firm specializing in the Hispanic market.  Target Latino increases the effectiveness of its clients marketing and advertising dollars by creating innovative approaches to acquire and retain Hispanic customers.  Target Latino has a long standing experience of driving results in tough economic times.  Target Latino is minority owned, and a percentage of its proceeds go to different charity causes.

AARP The Magazine continues to penetrate households as one of the industry leaders in reach and readership and is the only magazine to report consecutive growth in readership in the last six years, now boasting more than 35.7 million readers, as reported in the Fall 2009 Mediamark Research Inc. (MRI) survey. At a critical time for the publishing industry, AARP The Magazine joinsPeople, Good Housekeeping and Sports Illustrated as one of only four publications in the elite top 10 reach magazines group, that achieved growth in readership vs. Spring 2009 MRI. As the world’s largest circulation magazine and the definitive voice for 50+ Americans, AARP The Magazine now reaches three times as many readers as the total number of Twitter followers of Ashton Kutcher, Oprah and Ryan Seacrest combined.*

Additionally, it continues to be the No. 3 most read magazine by American adults (age 18+) after only People and Better Homes & Gardens, and remains the number No. 1 magazine in capturing the boomer audience. AARP The Magazine is now tied with Sports Illustrated in growth among influentials (461,000 more influentials vs. Spring 2009 MRI). Furthermore,AARP The Magazine readers have a 15% higher median household income and are 27% more likely to have graduated college with a B.A. or higher degree.

“As media fragmentation continues, AARP The Magazine bucks the trend with a 47% increase in audience over the past six years,” said Jim Fishman, SVP/Group Publisher, AARP Media. “By joining People, Good Housekeeping and Sports Illustrated as one of only four publications in the top 10 reach magazines to see growth in the recent MRI wave, AARP The Magazine further reinforces its effectiveness in reaching a vast and influential audience.”

As online activity grows and Facebook reports its fastest-growing demographic is age 55+ (ComScore, March 2009), AARP The Magazine’s online property (www.aarpmagazine.org) also experienced tremendous growth, gaining more than 1 million internet users. It is one of only five magazines that saw an increase of this magnitude.

In addition to AARP The Magazine, AARP’s media properties consist of AARP Bulletin and AARP Bulletin Today, the daily go-to news source for AARP’s nearly 40 million members and Americans 50+; AARP Segunda Juventud, the only bilingual U.S. multimedia property dedicated exclusively to the 50+ Hispanic community; www.AARP.org; AARP TV’s original programs My Generation and Inside E Street; and AARP’s nationally syndicated radio programs.

About AARP The Magazine

With more than 35.7 million readers nationwide, AARP The Magazine (www.aarpmagazine.org) is the world’s largest circulation magazine and the definitive lifestyle publication for Americans 50+. Reaching over 24 million households, AARP The Magazine delivers comprehensive content through in-depth celebrity interviews, health and fitness features, consumer interest information and tips, book and movie reviews and financial guidance. Published bimonthly in print and continually online, AARP The Magazine was founded in 1958 and is the flagship title of AARP Publications.

About AARP Media Sales

With unparalleled knowledge of 50+ consumers, as well as unique access across multiple media, AARP Media Sales connects marketers to the ever-growing and influential 50+ population. In addition to representing www.aarp.org, AARP’s trusted Web portal; AARP The Magazine, AARP’s flagship publication and the world’s largest circulation magazine with over 35.7 million readers; AARP Bulletin and AARP Bulletin Today, the daily go-to news source for AARP’s nearly 40 million members and Americans 50+; and AARP Segunda Juventud, the only bilingual U.S. multimedia property dedicated exclusively to the 50+ Hispanic community, AARP Media Sales also has sponsorships for television, radio as well as national and regional events.

*Based on number of Twitter followers as of November 18, 2009 at 1pm EST.

SOURCE AARP

How: Hosted by journalist Fernando Del Rincon, one of the most respected political analysts in Mexico and the United States, Mega News “Edicion Nocturna” uses Skype, a free Internet service, to allow the audience to participate via Webcam from anywhere around the world. Twitter and Facebook also play an important role in the way the audience can interact live with the news. Host Del Rincon reads the public’s Tweets on the show as they are submitted.

Several audience interactions have already been successful. A Facebook user recently commented on the controversy of the video of child actors in Puerto Rico who were playing with weapons on Factor Del Rincon News’ Facebook page, essentially turning this viewer into a Web news reporter. The video caused a legal investigation by the island’s Government because they did not know if the weapons were real. Additionally, through the use of Skype, viewers spoke about the Maras and their possible relationship as role models that the children actors in Puerto Rico follow.

“This is a stepping stone for future generations of the media. I feel proud to be a pioneer and a channel of the people’s voice,” said journalist and TV host Fernando Del Rincon.

When: Every Monday through Friday at 10:30 P.M. ET / 7:30 P.M. PT, and 11:30 P.M. in Puerto Rico.

Where: Mega TV Channel 22, Channel 57 in West Palm Beach, Channel 32 in Las Vegas, Channel 169 on DirecTV in Puerto Rico, Channel 30 in Puerto Rico, Channel 38.2 in Orlando, Channel 36.2 in Tampa, Florida, Channel 40.2 in Charleston, Channel 19.2 in Palm Springs, CA, and Channel 405 on DirecTV Mas in the main cities of the United States.

www.mega.tv

SOURCE Spanish Broadcasting System

Papatel Launches Free Phone Service Nationwide for US Hispanics

Papatel, a new long-distance service that allows customers to call anywhere across the globe for free, today announced that it has launched nationwide after experiencing exponential growth during its test phase. In less than one year, Papatel has garnered more than 80,000 customers who use the service to call loved ones back home at no cost. The service is easy-to-use and takes less than five minutes to join, by logging on to www.papatel.com or calling 1-(866) PAPATEL.

Enrique Baiz, Founder and President of Papatel, commented; “many of us have families abroad, and keeping in touch with them internationally can be very costly. Particularly in this difficult economic climate, Papatel makes it free and easy to keep in touch with loved ones.”

It is so easy. Users establish an account by simply providing basic information including the numbers they will be calling from to make their long-distance calls (whether it be from the cell phone or landline) and they can start using Papatel immediately, with no strings attached. The registration, which takes less than five-minutes, is strictly confidential and the information is never shared with any other entity.

The free service is made possible through an innovative model in which advertisers place ads at the beginning of the calls and after long segments of conversation. Every week, users can acquire 1,000 free points, which allows users to call loved ones in Argentina or Mexico and talk up to 1.5 hours for free. Each time customers listen to an advertisement, they earn points, which provides them with more free long-distance minutes. Consumers can also hear weather reports or their horoscopes if they choose to.

In addition, Papatel offers users Papatel+, which is the company’s prepaid service that provides long distance rates with absolutely no advertisements. Rates to call anywhere around the world start as low as $.01. And, unlike other prepaid phone services, the balance never expires, and there are no hidden fees.

“It is the best deal a user can get for free international calls every week with no strings attached, and our prepaid and pinless international program is truly the top long-distance service in the market today,” added Baiz. “We want potential customers to know Papatel is committed to our promise, that is to offer completely free long distance service always.”

Today, Papatel has nearly 10 patents for this innovative technology, making it the world’s only free long distance service that does not require internet use. For more information or to register for the service, visit www.papatel.com, or call (866) PAPATEL.

About Papatel

Papatel is the world’s first non-internet based free phone service. Based in Miami, FL, the company currently has over 80,000 users in its first year of operation, and is rapidly expanding nationwide. For more information, visit www.papatel.com.

SOURCE Papatel

New Study Underscores Why Location May Be Advertising's Next Big Trend

NAVTEQ, the leading global provider of digital map, traffic and location data for in-vehicle, portable, wireless and enterprise solutions, today released results of a new survey that illustrates just how impactful GPS-enabled location-based advertising is when it comes to finding consumers at the right time and the right place. That survey, conducted by Marketing Research Services Inc. (MRSI), showed that 19% of consumers who recalled seeing a specific ad clicked through to find nearby retail locations and that up to 6% of GPS users actually visited a business location after seeing an ad on their GPS device.

NAVTEQ makes the digital maps that drive a vast array of GPS products and services. Now the company is segueing into what it calls LocationPoint(TM) Advertising, which combines GPS-based proximity, contextual and demographic information to get ads, coupons, and other marketing promotions into the hands of consumers as they are near a point of potential purchase, e.g., down the street from a fast food restaurant.

In its simplest form, NAVTEQ’s underlying technology lets advertisers display ads to users of GPS products and services, while more advanced technology paves the way for advertisers to interact with consumers and glean key behavioral insights and metrics. The MRSI survey shows that NAVTEQ’s one-way connection on navigation devices is delivering high returns to advertisers longing for new ways to stand out from traditional ad clutter and more directly influence consumer buying decisions.

The MRSI survey sampled 757 users of NAVTEQ ad-enabled GPS devices. Respondents were 18 and older with average household incomes over $50K. The survey showed that seventy-two percent viewed the ads as acceptable to the navigation experience.

“Marketers care about reaching consumers at the moment when they are closest to making a purchase decision,” says Nicole Haygood, vice president interactive media director for Draftfcb. “If NAVTEQ’s LocationPoint Advertising proves capable of tactfully engaging them near point of purchase through GPS, it will emerge as a desirable option for ad dollars.”

This type of advertising reaches out and finds a consumer when they’re most open to making purchase decisions,” says David Klein, vice president of ad sales for NAVTEQ. “It’s a vehicle that grabs the attention of a consumer near point of purchase and as the technology matures, it will offer increasing opportunities to interact with the consumer in ways that will deliver substantial benefits to advertisers.”

Study Findings and Methodology

The study surveyed 757 respondents 18 and older using devices with ads in categories including Convenience, Fuel, Hotel, Pharmacy, and Bank/ATMs.

• Seventy-two percent of consumers find the ads to be acceptable on their navigation devices
• At least 50% of respondents recall seeing an ad for each of the advertised brands (aided and unaided)
• On average, 19% of people who recall seeing a specific ad reported clicking through for information on nearby locations
• Up to 6% of navigation device users visited a business location because of seeing an ad on their navigation device

About NAVTEQ

NAVTEQ is the leading global provider of digital map, traffic and location data that enables navigation and location-based platforms around the world. NAVTEQ supplies comprehensive digital map information to power automotive navigation systems, portable and wireless devices, Internet-based mapping applications and government and business solutions. The Chicago-based company was founded in 1985 and has approximately 4,400 employees located in 192 offices and in 43 countries.

NAVTEQ and LocationPoint(TM) are trademarks in the U.S. and other countries. All rights reserved.

About Marketing Research Services, Inc. (MRSI)

MRSI, a member of the MVL Group of companies, is a full-service marketing research firm specializing in product development, consumer insights and Hispanic research solutions for clients in industries from consumer products and retail to financial services and healthcare.

Source: NAVTEQ

Announces New-Model Integrated Sales Organization, Tribune365

In a major national marketing initiative, Tribune Co. today announced the launch of Tribune365 (www.trb365.com), its multichannel sales solutions group providing customized marketing programs to advertisers looking to reach consumers across a variety of media platforms. Tribune365 gives marketers unprecedented, consolidated access to the nation’s top markets, and makes its official debut in a national media campaign of its own that breaks today in ad trade publications.

Tribune Co., whose properties across the U.S. include major-market newspapers such as the Los Angeles Times, Chicago Tribune and Orlando Sentinel, 23 local TV stations (including KTLA-TV in Los Angeles and WPIX-TV in New York), and radio, digital, and mobile assets, will deliver results for national and local advertisers at a time when they are demanding solutions that work. Tribune365 was recently selected by the Dallas Morning News to serve as its national sales representative.

“As a content company, we’re in the business of delivering the local news, information and entertainment that consumers are looking for when, where and how they want it,” said Don Meek, president, Tribune365. “Tribune365 gives our marketing partners unique access to innovative, multi-platform solutions that help reach their target audiences and meet their business goals.”

Specifically, Tribune365′s national marketing initiatives include:

• National advertising campaign: Using the tagline “Tribune. We Deliver.”, the campaign includes a series of executions in major advertising publications, both in print and online. In the ads, consumers are depicted in various locations (on the beach, on the train, at home) getting their news from Tribune’s collection of diverse media properties. The campaign positions Tribune as a multimedia company that is innovating amidst the evolving media landscape and delivering news to consumers according to their preferences.

• Proprietary research: In partnership with Cincinnati, OH-based firm Personal Media Research, Tribune365 commissioned a national study on local media to more closely examine the way in which consumers get their local news and information, and the way advertising across various media platforms influences their purchase decisions. Among the study’s findings, consumers consider local news and information particularly valuable in their purchase decisions. Newspapers, in particular, rank stronger than all media on key measures related to ad trust and the shopping occasion. While no single medium has the “magic bullet”, the study finds that the best marketing solutions involve a combination of media as consumers choose to get their news from a variety of media and platforms throughout the day.

• Web/podcasts: Through a microsite, http://trb365.com/tribunewedeliver, Tribune365 developed a series of podcasts featuring conversations with key members of the company’s leadership team, who speak to the vitality of newspapers and offer insights into how consumers get their local news across a variety of platforms.

“A good offense is always the best defense and we’re committed to evolving the business we’re in and leveraging the power of our local media assets,” said Meek. “We are already seeing positive results from advertisers who have come to us for innovative solutions to connect with their consumers.”

About Tribune365

TRIBUNE365 National Solutions Group is the new national, cross-platform sales team for Tribune Company, offering advertisers customized, innovative, multi-market solutions across all media platforms, including TV, print, digital, mobile, direct and event marketing. For more information about TRIBUNE365, including sales contacts, visit www.trb365.com.

About Tribune Co.

TRIBUNE is America’s largest employee-owned media company, operating businesses in publishing, interactive and broadcasting. In publishing, Tribune’s leading daily newspapers include the Los Angeles Times, Chicago Tribune, The Baltimore Sun, Sun Sentinel (South Florida), Orlando Sentinel, Hartford Courant, Morning Call and Daily Press. The company’s broadcasting group operates 23 television stations, WGN America on national cable, Chicago’s WGN-AM and the Chicago Cubs baseball team. Popular news and information websites complement Tribune’s print and broadcast properties and extend the company’s nationwide audience. At Tribune we take what we do seriously and with a great deal of pride. We also value the creative spirit and nurture a corporate culture that doesn’t take itself too seriously.

SOURCE Tribune Co.

The Most Popular Searches in Yahoo! Pop for September include:

    Top 10 Overall Searches:
    1. Twin Towers
    2. Tsunami
    3. Sandra Bullock
    4. Vida Guerra
    5. Qualifiers 2010
    6. Olga Tanon
    7. Whitney Houston
    8. Perez Hilton
    9. Gaby Espino
    10. Megan Fox

Tragedies, present and past, captured the interest of Yahoo! En Espanol users this month. The eighth anniversary of the September 11 terrorist attacks in New York City no doubt propelled users to look for stories and information on the World Trade Center’s Twin Towers. The catastrophic tsunami that struck Samoa on September 29 following an 8.0 magnitude earthquake also topped the list at No. 2; the event left a confirmed 143 people dead and six missing in Samoa.

Yahoo! En Espanol users also searched for info on Sandra Bullock, star of the movie “All About Steve” that opened in September with mixed reviews. The actress, who plays a crossword puzzle constructor, also produced the film.

Propelled by controversy, singers Olga Tanon and Whitney Houston also topped the list. Tanon participated in the criticized Peace Without Borders Concert, held in Havana last month. Houston, interviewed by Oprah, brought to light very private aspects of her drug use and violent marriage. Cuban-American blogger Perez Hilton made headlines after having falsely reported that Jaclyn Smith had committed suicide in Honduras. Venezuelan soap opera star Gaby Espino and Hollywood actress Megan Fox also topped the list.

In addition to the most popular overall topics, Yahoo! Pop also reveals the Top Ten Searches in six other categories: entertainment, music, technology, celebrities, news and sports. During the month of September, the qualifier soccer matches for the World Cup were the number one search in the sports category, attracting the imagination of the fans, who will passionately follow their country’s teams all the way to South Africa next summer. Olga Tanon was No. 1 in the music category and Sandra Bullock topped the Entertainment category.

Updated daily, Yahoo! Pop search results showcase the diverse interests and concerns of U.S. Hispanics around the net, from gorgeous celebrity sightings and salacious political news to funny jokes and the latest consumer obsessions. To come up with the Yahoo! Pop Top 10 list, Yahoo! created a unique algorithm which scans anonymous query logs from Yahoo! Search across a variety of categories to see what themes and trends bubble up to the surface. Individual searches are never used to develop these lists. Every day millions of people visit Yahoo! to search for news, hobbies, curiosities and all types of information. By putting all of the searches together, the site displays the topics that are of most interest to people. To view the most popular searches of the day, click on ‘Pop’ on the Yahoo! En Espanol front page or visit: http://Espanol.pop.yahoo.com/.

About Yahoo!

Yahoo! Inc. is a leading global consumer brand and one of the most trafficked Internet destinations worldwide. Yahoo! is where millions of people go every day to see what is happening with the people and things that matter to them most. Yahoo! helps marketers reach that audience with its unique and compelling advertiser proposition. Yahoo! is headquartered in Sunnyvale, California. For more information, visit http://pressroom.yahoo.com or the company’s blog, Yodel Anecdotal (http://yodel.yahoo.com).

SOURCE Yahoo! En Espanol

The campaign “One Thousand Casmurros,” made for the biggest TV network in Brazil, Rede Globo. It was the agency’s first entry in Cannes.

Commemorating 100 years since the death of one of the greatest writers Brazil has ever seen, Machado de Assis, Rede Globo launched a miniseries inspired by one of his best-known books, “Dom Casmurro.” In order to promote it, LiveAd divided the book contents in a thousand pieces and organized a collective reading of the entire text, inviting people to upload their homemade videos reading in front of their webcams. The videos were posted on a special social network.

The results were astonishing: Spontaneous media exposure equaled $6.67 million in ad spend.

One Thousand Casmurros from Livead on Vimeo.

To pay tribute to one of Brazil’s most respected writers, Machado de Assis, the largest TV network in Brazil was launching a mini-series based on one of his books, Dom Casmurro.

Through the launch of the mini-series, we needed to build up TV Globo’s reputation with a new generation, disconnected from the television.

We created a website with the book and divided it into one thousand excerpts. In the website, people could choose and record pieces in real time with their webcam. We enabled a large scale collective reading.

At the same time, we hid one thousand DVDs with unique scenes in public places for people to find them and hide them again once they had seen it.

In less than a month, the reading was completed.

Influential admirers talked about it in public. 33 million viewers watched the series’ first episode. The media called it the best tribute to Machado de Assis of 2008.

Almost 106 million people were exposed to press notes related to the mini-series. The subsequent media exposure was worth the equivalent of 6,7 million dollars in advertising spend.

Pizza Patron, Pepsi Celebrate Hispanic Heritage Month

The promotion began September 1 and was specifically designed to celebrate and honor the Latin culture and lifestyle during Hispanic Heritage Month. It is a bilingual promotion, but Spanish-language dominant. Advertisements for the promotion read, “!Viva Latino! Pizza Patron y Pepsi Festejan el Mes Patrio,” which means, “Pizza Patron and Pepsi celebrate this historic, patriotic month for all Latinos of diverse roots.”

With any 2-liter purchase of Pepsi products through September 30, customers will receive a free phone egrip Non-Slip Strip. The egrip is a protective, silicone material that can be applied to the back of a cell phone to make it easier to handle and prevent it from sliding on any surface.

The free egrip features the Pizza Patron and Pepsi logos, as well as Pizza Patron’s slogan, “Latin Life, Enjoy,” which reinforces the company’s focus while broadening its current customer base by inviting every demographic to enjoy and experience the diversity found within the Latin lifestyle.

“Celebrating the rich history and traditions found within the Latin life and culture is what makes our brand strong,” says Andrew Gamm, brand director for Pizza Patron. “National Hispanic Heritage Month is a chance for us to honor the Latin culture which goes to the core of our company’s values.”

Source: QSR Magazine

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