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Marketers Aim at Latino Youth via Univision's 'Premios Juventud'
July 17, 2008
By Della de Lafuente
NEW YORK Marketers signed on as sponsors of tonight's live broadcast of Univision's "Premios Juventud" are aiming their brands and messaging squarely at young Hispanic consumers.
The youth-focused awards show honors fan favorites in entertainment, sports, fashion and pop culture and will be televised live tonight (July 17) from Miami's BankUnited Center starting at 7 p.m.
On board as sponsors and advertisers for the awards event are: Chevy, State Farm, J.C. Penney, Target, McDonald's and Orbit, per the network.
"Univision properties such as 'Premios Juventud' offer a wide variety of marketing platforms that help advertisers reach a unique set of customers they can't access anywhere else," said David Lawenda, president, Univision advertising sales and marketing, in a statement.
Details on the ad spending for the live event were not disclosed.
Here's how marketers intend to reach young Latinos watching the show at the event venue or tuning in via the Univision broadcast, per the network:
Chevy The automaker is showcasing its line of fuel efficient cars, including the HHR, Malibu and the Tahoe Hybrid, as the vehicles transporting celebrities to the event's pre-show. Chevy's redesigned 2009 Aveo and Cobalt models also will be on view at the event.
State Farm The insurer will be there with an arrivals carpet that borrows its theme from its "Life's Intersections" creative advertising campaign launched earlier this year in English and in Spanish. For tonight's event, State Farm has dubbed the arrivals area "La Intersección de Tu Vida" ("The Intersection of Your life"), featuring the insurer's omnipresent red dot as the markers for celebrities to follow as they position themselves for the cameras and interviews along the carpet. The insurer also is the sponsor of "Backstage," an online section of the "Premios Juventud" mini-site on Univision.com (keyword: State Farm) that will provide behind-the-scenes video of artists at the awards show.
J.C. Penney The retailer is the sponsor of a pre-show VIP event for celebrities and guests; creative advertising for its back-to-school campaign will debut during the TV broadcast's commercial breaks; and as the underwriter of three scholarships for youth programs in music, sports and journalism, the retailer will award a $45,000 scholarship prize that includes back-to-school style makeovers for the winners. Scholarship recipients will appear on Univision's "Despierta América" ("Wake Up America") on Friday morning (July 18). J.C. Penney also has hosted retail events in the Miami area to give local residents the chance to win tickets to the awards event.
Target The retailer has teamed up with Univision.com to create "Diary of the PJ Blogger," a blog written by two contest winners selected to attend the awards show, keep a diary of their experiences and capture the evening on video cameras. The diaries and videos will be posted on the Univision.com mini-site.
McDonald's and Orbit will be on view via billboard and TV spots through the broadcast, per the network.
Winners receiving "Premios Juventud" awards tonigh were selected by fans who voted for their favorite stars in multiple categories, including a new category this year for "most popular ringtone," via Univision.com.
Videos, photos and interviews with nominees, as well as tips for beauty, fashion and home, are available online via the mini-site. Univision Móvil will provide exclusive content through its dedicated mobile portal, Univision said.
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Copyright 2007 Marketing y Medios |
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