Eye on Marketers

Saturday, April 26, 2014

New York City McDonald's restaurants are hosting "a series of Meet and Greet events" with the Latino child actor Jorge Vega who is starring in the upcoming The Amazing Spider-Man 2 movie. The campaign also includes a movie-themed Happy Meal which comes with the ability to unlock a game in the "McPlay" app by scanning the Happy Meal package.

Wednesday, April 23, 2014

Official sponsors Budweiser and Coca-Cola along with unofficial sponsors MillerCoors and PepsiCo are capitalizing off the event to use both traditional television advertising and social media ads to target young, Latino soccer fans. While PepsiCo lost out to Coca-Cola for the official event sponsorship, they are launching a campaign for soccer that is supposed to be the "largest global effort for both the brand and the company" and will be implemented in 100 different markets.

Wednesday, April 23, 2014

By using the photo-sharing social platform, Post Foods' campaign seeks to "enlist user-generated content to hopefully build long-term engagement." The campaign incentivizes teens to upload videos of themselves dancing with a chance to win a prize. The article also notes the success of a previous Honey Bunches of Oats campaign targeting Latinos that used a similar strategy.

Wednesday, April 23, 2014

In an effort to stay up-to-date in this digital age, McDonald's gave their clown mascot Ronald McDonald a new "designer" outfit as well as his own social media presence with the hashtag #RonaldMcDonald. According to the fast food giant's Senior Vice President Dean Barrett, "Customers today want to engage with brands in different ways, and Ronald will continue to be modern and relevant."

Monday, April 21, 2014

In an effort to promote its unhealthy products, Kellogg's is releasing a new Spider Man-themed mobile app, as well as announcing a new partnership with Sony for a sweepstakes giveaway. The mobile app allows users to unlock new parts of the game by scanning codes found on the brand's products including Pringles, Frosted Flakes, and Pop-Tarts. The sweepstakes features prizes including a trip to New York City.

Wednesday, April 16, 2014

Jay Z's "Made in America" music festival, sponsored by Budweiser, is adding the city of Los Angeles to its tour this summer and capitalizing off the opportunity to draw "a younger and more multicultural crowd to Budweiser." Pointing out Budweiser's competing beer brands imported from Mexico and the diverse Latino population in California, one marketing executive emphasizes, "we need to make this festival relevant to Hispanic culture."

Wednesday, April 16, 2014

As their sales drop, Coca Cola is investing more in its Freestyle dispenser machine which allows consumers to mix their own sugary drinks. The machine is being heralded as "an admission by Big Soda that they have to endorse a young drinker's consciousness" and is a blatant effort to stay relevant among youth and young adults. Upcoming promotion for the Freestyle machine will be digitized including a mobile app which will allow consumers to pre-mix their drinks on their cellphones and scan the app to the machine itself.

Tuesday, April 15, 2014

In a self-promoting video clip, Budweiser showcases their special screening of the film about César Chávez for Latino farm workers in Delano, California. Budweiser proudly announces their long-time sponsorship of the United Farm Workers (UFW) in the clip, a classic example of targeting Latinos by invoking important cultural figures, events, and language.

Sunday, April 13, 2014

To promote their new Spicy Chicken Cool Ranch Doritos Locos Tacos, Taco Bell is partnering with the popular mobile app SnapChat. The app will feature a short film featuring the new product and will be launched in conjunction with television, radio, and other social media promotion. The marketing tactic is another example of Big Food turning to the latest in technology to push unhealthy products on young, tech savvy consumers.

Wednesday, April 9, 2014

The new bilingual app Veo was specifically developed for brands like General Mills and Daisy to to target Latinos with coupons, giveaways, and other offers through their smart phones. According to one of the app's developers: "Among Hispanics, shopping and couponing apps rank second, only to social media." Given a recent article on how coupons advertise unhealthy foods, this is likely to not be good news for Latino health.

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