Best multicultural event campaign Archives - Page 3 of 6 - Event Marketer
Reese’s Engages Hispanics on the Spin Your Beat Tour
The Hispanic market is a powerful one, and Hershey’s in 2015 needed to solve a unique problem within it: Peanut butter. Since most Hispanic households don’t consider peanut butter a staple, the flavor combination of chocolate and peanut butter in its Reese’s cups was “uncharted territory.” So Hershey’s combined sampling the candy with a known...
Kia Event Series Recognizes Community Game Changers
African-Americans over-index on the ownership of Kia vehicles, but Kia is outranked by a number of auto brands in sales to African-Americans. To increase engagement among this growing demo, and drive consideration, trial and loyalty, Kia created the Inspirationally Crafted event series in New York City and Los Angeles, evenings of gourmet food, drink and...
State Farm Hits a Homerun with Baseball Field Replica
To tap into the hotly pursued Hispanic market, State Farm leveraged its Major League Baseball partnership and hit the road from April to September with its inaugural Fiesta del Jonron (homerun festival). The 21-week mobile tour hit 16 different markets, activating at Hispanic community events. A miniature baseball stadium replica served as the centerpiece of...
Hornitos Enlists Mexican Americans to Boost Brand
To compete in the premium tequila category against big names like Patrón and Jose Cuervo, Sauza Tequila brand Hornitos took its tangy elixir to the experts: Mexican Americans. The objective was to have these “pros” approve its 100-percent authentic agave flavor in order to boost confidence among mainstream tequila consumers when considering the brand for...