Multicultural events Archives - Page 6 of 11 - Event Marketer
Wrigley Talent Search Strikes a Chord with Hispanics
To build trial and awareness for “5” gum among 18- to 24-year-old culturally mixed Hispanics, Wrigley created Vive tu Musica with 5, an online talent search competition for Latin rock and pop singers. Contestants uploaded their videos onto vivetumusica5.com to enter the contest. Five finalists (voted by fans) were flown to Los Angeles on June...
Coke Leverages Baseball to Connect with Latinos
To activate its Los Angeles Dodgers sponsorship and connect with L.A.’s Hispanic community, Coca-Cola Co. put together an experiential program that tied into the emotion of the team, the city and the many retailers surrounding the market. Events were created and executed at Dodger Stadium and retail stores. Dodger Pavilion nights targeting Latino families featured...
Athens Rebrands Itself Via Olympic Games Ceremonies
It was, by just about any measure, the biggest event of the year. The ceremony that kicked off the Summer Olympics in Athens unfolded in front of 72,000 attendees and four billion TV viewers. Pulling it off took 20 months of planning, 850 full-time workers, and 8,500 volunteers. (And then, 16 days later, there was...
Budweiser Woos Latino Consumers with Noche De Pasion
Anheuser-Busch wanted to build Budweiser’s relevance and improve its image among adult Latino consumers, so it brought together the segment’s passions for sports, music and nightlife under one roof for Noche De Pasion. Transforming bars in Chicago, Denver, Fresno, Los Angeles and Phoenix into Latin nightclubs, the event featured three-on-three soccer tournaments in cages, while...