Hispanic Marketing: Sprint And Dr Pepper Use Concerts To Make A Connection
Sprint Nextel is targeting Hispanic consumers with a title sponsorship of rock band Maná’s upcoming U.S. tour. As part of the on-site activation consumers will be able to text messages and pictures to a large Sprint Nextel-sponsored screen that’s visible to the entire audience. Sprint Nextel consumers who participate will get a message back from the company inviting them to check out exclusive content through Sprint Nextel.
“It’s less shouting ‘Sprint’s here ’ and more of an organic way to bring consumers into the mix ” Steve Rogers the brand’s manager-entertainment marketing told Buzz.
Separately Dr Pepper is reaching the Hispanic community by partnering with two different acts. The brand is targeting acculturated Hispanics (typically English-speaking second- or third-generation Hispanics) with a presence at stops on the Los Lonely Boys’ Brotherhood Tour; for the unacculturated population (first-generation primarily Spanish-speaking Hispanics) Dr Pepper is aligning with a popular Mexican regional act Conjunto Primavera.
“The concerts [are] an output of trying to focus on driving frequency with acculturated Hispanics and driving trial with unacculturated Hispanics ” Stephanie Bazan brand manager-Hispanic marketing told Buzz. “A concert or band can have a high relevancy and be perceived as a high-value offer among those consumer segments.”