Jennifer Lopez has teamed with Verizon Wireless on a new 4G LTE network and retail service, Viva Movil by Jennifer Lopez, which the celebrity and Verizon announced at the CTIA Wireless Conference in Las Vegas Wednesday afternoon. Viva Movil was created in collaboration with Brightstar Corporation and Moorehead Communications, and will include custom retail stores in New York, Los Angeles and Miami in the coming weeks. Smartphones available for purchase will include the iPhone 5, Samsung Galaxy S 4 and the BlackBerry. A custom Facebook app featuring Lopez will also be used to recommend devices and features. Both the stores and the app will be bilingual.
“As modern Latinos we do things differently, including how we shop for mobile devices,” Lopez said in a CTIA press conference announcing the partnership, in which she has an equity stake. “Latinos love social networks and we’re super active online,” she added, pointing to data that Latinos spend an average 1.5 more hours online than non-Latino consumers, and are more likely to share their online purchases with their social networks.
Jeetendr Sehdev, VP of planning at branding agency Walton Isaacson, helped foster the relationship for client Verizon, who chose Lopez for her broad reach to all Hispanic consumers. “The more assimilated consumers find her strategic business acumen is very inspiring, where as the less acculturated Hispanic consumer identifies more with her rags to riches story,” says Sehdev. “She’s a true superstar, and her star power among the other Latina celebrities, whether it’s Shakira or Selena Gomez or Eva Longoria, has true crossover appeal.”
Lopez is certainly no stranger to brand deals, aligning with everyone from Fiat to L’Oreal to Gucci to Venus razors in the last two years alone. And just last week, she was named chief creative officer at Nuvo TV, an English-language TV network for Latinos. Of course, not all of her brand partnerships have been successful -- a much-derided 2011 campaign for Fiat was quickly shelved after it failed to reach the desired target of women. But Sehdev says Lopez’s business stake in the Verizon partnership will help set it apart from any of her previous deals.
“She’s not just the face of the brand like Catherine Zeta-Jones for T-Mobile – she’s actually a business owner, so she has a true vested interest in this,” Sehdev says. “Her kind of contribution takes on a whole new meaning and she’s truly dedicated to the audience.”
Lopez is also readying her eighth studio album as part of a new multi-year deal with Capitol Records and RedOne’s 2101 imprint for release later this year. She performed launch single “Live It Up” at Sunday’s Billboard Music Awards.