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Social Media Success Story Flawlessly Executed

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A brilliant example of an Advertising campaign and Social Media success story with flawless  execution and of how to measure social media results:

Social Media Success Story: media exposure equaled $6.67 million in ad spend

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.

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.

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


One Thousand Casmurros from Livead on Vimeo

In less than a month, the reading was completed ending in a total social media success story.

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.

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Social Media Success Story Flawlessly Executed

/in /by

A brilliant example of an Advertising campaign and Social Media success story with flawless  execution and of how to measure social media results:

Social Media Success Story: media exposure equaled $6.67 million in ad spend

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.

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.

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


One Thousand Casmurros from Livead on Vimeo

In less than a month, the reading was completed ending in a total social media success story.

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.

Roundhouse Mini Cooper London guerilla marketing ads

9 MINI Cooper’s Ambient and Guerilla Marketing Ads

/
3 Comments
Read more
Have a Social Media Crisis Plan

The 36 Rules of Social Media

Read more
Social with Hispanics

Sears Goes Social with Hispanics

/
0 Comments
Read more
Elianne Ramos is the principal and CEO of Speak Hispanic Communications and vice-chair of Communications and PR for LATISM.

Why Marketers Should Care About Reaching Latina Bloggers

/
4 Comments
Read more
never lose your sense of wonder

Target Latino gives the gift of WOM this holiday season

/
0 Comments
Read more

How Attached Are Latino Immigrants to Their Native Country?

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How Attached Are Latino Immigrants to Their Native Country?

How Attached Are Latino Immigrants to Their Native Country?

Most Latino immigrants maintain some kind of connection to their native country by sending remittances, traveling back or telephoning relatives, but the extent of their attachment varies considerably. Only one-in-ten (9%) do all three of these so-called transnational activities; these immigrants can be considered highly attached to their home country. A much larger minority (28%) of foreign-born Latinos is involved in none of these activities and can be considered to have a low level of engagement with the country of origin. Most Latino immigrants (63%) show moderate attachment to their home country; they engage in one or two of these activities.

Between Here and There: How Attached Are Latino Immigrants to Their Native Country?

Latino immigrants who have been in the U.S. for decades and those who arrived as children are less connected than those who arrived more recently or migrated as adults. There are also significant differences by country of origin, with Colombians and Dominicans maintaining more active connections than Mexicans, and with Cubans having the least contact.
Whether Latino immigrants maintain active, moderate or limited connections is an important marker of their attitudes toward the U.S., their native country and their own lives as migrants. Those with the highest levels of engagement have deeper attachments to their country of origin than immigrants whose connections are less robust. They also have more favorable views of their native country in comparisons with the U.S. Nonetheless, a clear majority of even these immigrants see their future in the U.S. rather than in the countries from which they come.
Most Latino immigrants reveal moderate levels of engagement with the home country–both in the extent of their transnational activities and in their attitudes. They maintain some connections to the country of their birth through such activities as sending money or phoning regularly. And their opinions blend optimism about life in the U.S. and positive evaluations of some aspects of American society (notably political traditions) with less favorable comparisons to their native land on other aspects (such as morals). Their attachments and identities are a mix of views that might be expected of people navigating an emotional terrain that encompasses two nations. That mix differs in several important respects, with people who have been in the U.S. longer being more ready than recent arrivals to declare this country their homeland and to describe themselves as Americans.
The Pew Hispanic Center’s 2006 National Survey of Latinos collected data on a variety of transnational activities and a wide range of attitudes and beliefs. This report is based on a new analysis of that survey data, which for the first time examines the extent to which Latino immigrants with different characteristics maintain connections to their native lands and assesses how different levels of transnational activities are associated with an immigrant’s views on key subjects. The analysis thus explores the question of whether maintaining connections to a country of origin is associated with more positive or negative views of the U.S., a greater or lesser sense of attachment to this country and a stronger or weaker sense of identity as an American.
Source: Pew Hispanic Center – Roger Waldinger, University of California, Los Angeles

Historias records the stories of Latinos in America

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WASHINGTON — When U.S. Rep. Charlie Gonzalez sits down to share his experiences for Historias, an initiative unveiled Thursday to record the stories of Latinos in America, the San Antonio Democrat is going to compare how he, his father — the legendary late Rep. Henry B. Gonzalez — and his grandparents assimilated in America.

When the younger Gonzalez’s grandparents emigrated from Mexico around 1910, they initially planned on returning, he said at the debut of Historias, a project of StoryCorps, a nonprofit oral history group that records stories of everyday Americans.

“I want to talk about how my father sought that more complete assimilation and the obstacles he had to face and his generation’s contribution to allowing me to do what I do today,” Gonzalez said.

StoryCorps officially launched Historias, which will be archived at the Library of Congress, at a ceremony that featured talks by, among others, House members of Latino descent.

Speakers praised the project and StoryCorps’ past efforts, saying that the stories of everyday people preserve the American experience and that the new initiative offers the often-ignored Latino community a chance to participate.

“We believe that much of what we have contributed and what we continue to contribute — if it is found in whatever history, oral or otherwise — is a footnote,” Gonzalez said. “I think this goes a long way to remedy that situation.”

Rep. Xavier Becerra, D-Calif., spoke about how two recent projects on World War II — Ken Burns’ documentary “The War” and Tom Brokaw’s book “The Greatest Generation” — did not include much about Latinos, a trend that Becerra has noticed since he was young.

“I think Historias does something very important for us: It tells us who we are,” Becerra said.

Rep. Jose Serrano, D-N.Y., spoke of how his immigrant father responded to a friend’s comment that he was lucky to have successful children.

“My father, in the most wonderful broken English, said, ‘I busted my back to get lucky,’” Serrano said.

It is necessary to gather the stories of as many everyday Latinos as possible, Gonzalez said.

“An untold history makes for an incomplete history and thus an incomplete lesson,” he said.

“It’s a lesson for all of us, for those who have been here for many years to appreciate the contribution made by others, but also for the new arrivals because there will always be new arrivals in this country,” Gonzalez said after the event. “I think it’s going to be a source of inspiration, and lessons will be learned that will benefit all Americans.”

Recordings for Historias will take place in more than 20 cities across America during the next year.

The project will record oral histories in Texas, starting with Austin and Houston in November, Brownsville in May and San Antonio in June.

Those interested in participating in the project can call StoryCorps at (800) 850-4406.

By Drew Joseph – Hearst Newspapers

Latino Nutrition Month Oldways Releases Latino Health Tool Kit

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Target Latino thanks the Latino Nutrition Coalition and Oldways for allowing us to publish this important information for dissemination within our community. Let’s hope that we all work together for the betterment of our nutrition and that of our children.

—————-

BOSTON, September 15, 2009 – In celebration of Latino Nutrition Month from September 15 through October 15, Oldways and the Latino Nutrition Coalition (LNC) have released Latino Living – A Guide to Better Health Through Traditional Food and Active Lifestyles – for both consumers and health professionals.

“Latino Living was originally designed for health professionals and dietitians, but it is so user friendly and simple that it’s perfect for consumers from coast to coast,” said Sara Baer-Sinnott, Executive Vice President of Oldways.

Latin Diet Pyramid - Copyright 2009 Oldways Preservation & Exchange Trust - http://www.oldwayspt.org/

Latin Diet Pyramid – Copyright 2009 Oldways Preservation & Exchange Trust – http://www.oldwayspt.org/

For Consumers, the kit offers:

  • A 7-day Healthy Latino Meal Plan, with recipes and grocery list.
  • A bilingual Latino Lifestyle Calendar, featuring a tip-a-day for following the healthy Latin American diet.
  • New, illustrated, bilingual Latin American Diet Pyramid, with basic guidelines to help plan daily meals.

The following in both English and Spanish:

  • A list of Latin American super foods
  • Kitchen Strategies: time savers and smart swaps
  • Tip for Kids: cooking, lunches and snacks
  • Tips on how to exercise with your family

For Health Professionals and RDs, the kit offers:

  • All of the above, PLUS
  • Statistics concerning obesity, nutrition, diabetes, cardiovascular diseases, and cancer rates occurring in the Latino American population.
  • A detailed explanation of the Latin American Diet Pyramid, along with basic guidelines that help plan daily meals.
  • Weekly Goal Tracking and 24-Hour Recall Sheets.

Consumers, health professionals and RDs can request this free resource (on CD-Rom or online) by emailing or calling Adriene Worthington (aworthington@oldwayspt.org, 617-896-4876.

Coinciding with National Hispanic Heritage Month, Latino Nutrition Month will introduce consumers to a variety of ways to cook, eat and enjoy the Latino diet pattern. The introduction of an updated Latin American Diet Pyramid will stress the importance of putting plant foods such as fruits, veggies, grains (mostly whole), nuts and peanuts, beans and spices at the core of one’s diet. Additionally, consumers can enter Oldways/LNC’s Latin American Diet Recipe Contest (see below) to win a variety of prizes.

See what else is happening during Latino Nutrition Month on the Oldways and LNC websites. These programs include:
1. An updated Camino Mágico, a downloadable, bi-lingual supermarket shopping guide to help Latino shoppers make healthy choices among the endless food options available at supermarkets today.

2. Latin American Diet Recipe Contest featured on the Oldways and LNC websites and on the Official Oldways Table Blog. Consumers should submit a recipe that uses at least two Latin American Diet products (list is featured on the Oldways Table Blog).  Winners will be drawn at the end of the month, and announced on our websites.  Prizes include wonderful Latino food products, autographed copies of our widely-praised book, The Oldways Table, chock-full of wonderful recipes and short essays about food and wine experiences, and the new poster of the Latin American Diet Pyramid.

3. A 2′ X 3′ poster with an updated illustration of the Latin American Diet Pyramid will be available at The Oldways Store on September 21, 2009.

Links:

Find Oldways on Twitter – OldwaysPT

Find the LNC on Twitter – LatinoNutrition

Oldways on Facebook – Become a Fan!

The Official Oldways Blog – The Oldways Table

About Oldways and the Latino Nutrition Coalition

Oldways is an internationally-respected non-profit, changing the way people eat through practical and positive programs grounded in science, traditions, and delicious foods and drinks.  The Latino Nutrition Coalition is an Oldways program inspiring Latinos to improve and maintain their health through traditional foods and active lifestyles. LNC members include: General Mills; Herdez; Splenda; La Moderna; Mission Foods; National Watermelon Promotion Board; The Peanut Institute; Soyfoods Association of North America; Splenda  Sweetener Products; United States Potato Board; and Wisconsin Milk  Marketing Board.  You can learn more at www.oldwayspt.org and www.latinonutrition.org.

Header photography credit: IStockPhoto

Levelup.com Breaks the Alexa Top 2,000 Sites in the World

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Busca Corp announced today that on Sunday July 19th Levelup.com –www.levelup.com) our flagship site and an integral part of the Busca Corp Network — has cracked Alexa’s Top 2,000 sites in the world. With over 10 million total network page views, Levelup.com has transformed into one of the top sites in Mexico and Latin America.

“The growth of Levelup.com is a testament to the 60 Billion Dollar Video Game market,” says Ramon Toledo, President of Busca Corp Media Network. “Through our partnership with Prodigy MSN we are well positioned as the #1 Video Game Site for the Latin American and U.S. Hispanic audience.”

Prodigy MSN is the most popular website in Mexico with over 23 million users and features a wide array of world-class services, such as Windows Live Hotmail, Windows Live Messenger, as well as video, news, and the latest in entertainment, lifestyle and sports. Our partnership aims to target the rapidly expanding video game user base which in the 1980’s meant mostly males under the age of 20 but today includes both male and female gamers under the age of 35.

Levelup.com publishes user-generated video game content alongside professionally produced media content that offers tips, strategies, reviews, comments and a place to share experiences with a fully engaged online community. With its unique platform, Levelup.com has experienced strong and steady growth since its launch in 2007.

Levelup.com also recently entered, and is aggressively attacking, the U.S. Hispanic Market and, is opening a largely untapped demographic with huge potential.

Source: Busca Corp