Sep 22, 2008 12:31 PM

#12. Best Multicultural/Ethnic Campaign

Wonka Arte Dia de los Muertos Program
Agency: Bromley Communications
Client: Wonka

Starting in 2005, Wonka saw an opportunity to break out of the Halloween-candy crowd with U.S. Hispanic teens and a campaign centered on Nov. 1, the “Day of the Dead” in Mexico and many other Latin countries. The “Wonka Arte Dia de los Muertos” initiative aimed to introduce Hispanic teens to the range of Wonka candy products while echoing Spanish culture and tradition. The 2007 campaign integrated a national plan to promote trial and purchase of Wonka candy among that audience from September to November with a regional effort centered on Los Angeles. The main www.Wonka.com Web site featured a national virtual altar-building sweepstakes and promoted it with rich media on Web sites for Cartoon Network, Nickelodeon, Disney and others. A microsite promoted ground-level events in the Los Angeles area, including 13 Superior Grocer locations. These events included decorating traditional sugar skulls, premium giveaways, a WONKAMobile van and street teams, and sweepstakes registrations. The PR agency also partnered with community organization Plaza de la Raza to run altar-building workshops and publicize the event on its Web site and other venues. Univision Radio supported the event with remote, van visits, e-mail blasts and distribution of Wonka materials at Univision events. In the end, more than 15,300 people entered the virtual altar sweepstakes. Eighty percent of the home page traffic occurred while online promotional media was live. Wonka candy sales during the campaign grew by 46% in Los Angeles and by 37% nationwide compared to the prior year, with 100% sell-through at participating in-market retailer Superior Grocers. 

ESPN Deportes en Vivo
Agency: LatinSphere Experiential
Client: ESPN Deportes

In 2007 ESPN Deportes, the channel’s sports brand targeting Spanish-language consumers, wanted to shore up its position as its audience’s number-one sports destination against encroaching competitors. The resulting campaign was a brand experience that emphasized the adrenaline of sports fandom by bringing a large, inflatable stadium replica into Hispanic communities. The stadium replica let consumers interact with virtual games and tour a replica of the SportsCenter booth. Brand ambassadors registered entering guests, amassing a consumer database available for later use, and gave each a “Playing Card” that let them play the interactive sports video games for chances to win prizes that ranged from T-shirts to flat-screen TVs. Guests were awarded points per activity and could view their rankings on the digital leaderboard; the guest with the most points at the end of the day was awarded the plasma TV. Advertising partners such as AT&T and Comcast were also able to connect with guests as they exited the replica stadium. The promotion delivered more than 25.4 million brand impressions for ESPN Deportes and its network/affiliate partners. Branded premiums reached more than 43,000 Hispanic households. The brand planned a 10-event “ESPN Deportes en Vivo” road show in 2008, with a broad range of advertisers asking to take part.

National Urban League and Walgreens Wellness Tour
Agency: Marketing Werks
Client: Walgreen Co.

The 6,000-unit Walgreens pharmacy chain launched its first traveling health screening and education vehicle campaign, the “Walgreens Wellness Tour,” in 2004; it partnered with the Urban League for the first time in 2006 to focus on urban communities underserved by health providers, mostly in African-American and Hispanic neighborhoods. In January 2007, two buses sponsored by Walgreens and one by the National Urban League began a 12-month tour of 28 U.S. cities with strong Urban League affiliates. The goal was to give 30,000 free health screenings and interact with 250,000 customers. (Another Walgreens vehicle served Puerto Rico.) In the customized, 38-foot mobile units, customers interacted with six crew members, including two certified medical technicians, to get five free health tests—for cholesterol, glucose, blood pressure, body mass and bone density. Individuals could ask general health questions and get their test results on the spot. In most visits, a Walgreens pharmacy rep was also available to assist with patient consultations. Locations included Walgreens stores, Urban League offices, parks, senior and community centers and churches. Stops were promoted with in-store announcements and updated weekly on a Web site, www.Walgreen.com/wellness, and a toll-free number. In the end, the campaign conducted more than 58,000 health screenings and interacted with almost 480,000 customers, about doubling its initial interaction target. The tour’s 207 events garnered more than 50 million media impressions, primarily in nonpaid media coverage. 

Scott "Comparte tu Dicho" Dichonario
Agency: MASS Hispanic Marketing
Client: Kimberly-Clark, Scott Brand

The Scott bathroom tissue brand wanted to extend its general-market identity as the “common sense” choice into the U.S. Hispanic market. The vehicle chosen was a campaign to compile Spanish dichos, or folk sayings, into a bilingual multimedia dictionary of proverbs. “Comparte tu Dicho” (“Share your common sense”) invited consumers to submit as many dichos as they wished on a Web site, www.ScottSentidoComun.com, at live events, in stores, through the mail, and by calling in to local radio shows. Web visitors could also browse submissions and send “e-dicho” cards to friends encouraging them to enter their own sayings. The campaign was launched with PR events in Los Angeles, Houston and San Antonio featuring mariachi bands integrating dichos into their repertoires. In-store and parking lot events offered digital dicho games, product sampling, and a chance to submit dichos via video. Door hangers with activity booklets, coupons and product samples also supported the campaign. As a result, sales volume in the Los Angeles focus market grew 34% among Hispanics compared to the same period in 2006, and 27% among Los Angeles consumers overall. During the four months of 2007 that the Web site was active it received more than 2 million hits and almost a million page views with average engagement of 12 pages per visit. Almost 100,000 dichos were submitted in all channels, and more than half a million consumers took part in live events at almost 1,000 store locations.

DON'T MISS AN ISSUE! PROMO Magazine provides insights into using promotion marketing as strategic, measurable component of an overall marketing mix. DON'T MISS OUT on "how-to" information on strategies and tactics successful marketers use to improve product sales and brand image. Renew your subscription Subscribe to the magazine Sign up for email newsletters

A panel of professionals answers your questions. Submit your questions.
		Michael McKelvie Gift Cards and Reward Cards
		Bob Bell Tie-in Partnerships
		Dave Hunt Rebates
		Bruce Hollander Sweepstakes
		Joel Parent Interactive
		Become an Expert More Info