U.S. HISPANIC
ESPN Deportes: We are developing an extensive marketing campaign for Eurocup 2012
7 de junio de 2012
The campaign is now active on various platforms in English and Spanish including TV, print, radio, digital and social
This Friday, June 8, marks the start of the 2012 Eurocup, one of the biggest soccer events after the World Cup. ESPN and ESPN Deportes have exclusive rights to the event in English and Spanish, and marketing teams have joined efforts to develop one bilingual campaign that will be attractive and relevant for the general and Hispanic markets of the US. PRODU spoke with Michelle Bella, VP of Sales and Consumer Advertising, as well as Santa Brito, senior manager of Consumer Marketing for ESPN Deportes about this initiative. The campaign, named One Month, began transmissions last month and is now active on various platforms in English and Spanish including TV, print, radio, digital and social. Were anticipating a lot of energy for these matches. Were collaborating with ESPN so that we reach the fans of all the channels, and were using all of our resources to communicate the message Bella explained.The agency did an excellent job so that the message is unified within the different platforms and in both languages, which is a great challenge Brito commented.The creative portion for TV was done by Picture Farm, the print by Concept Farm and the digital aspects by RED Interactive. The digital creative portion is so interactive that were really pleased. Were doing super innovative things Brito added.
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