Special Feature: Billboard Latin Music Conference & Awards - Out of the Box

INNOVATION RULES AMONG MARKETING FINALISTS

The ante continues to rise for the Billboard Latin Music Marketing Awards with campaigns whose reach, quality and inventiveness are becoming increasingly competitive.

The third annual marketing awards yielded a group of candidates that stood out with campaigns heavy on interaction, innovation and out-of-the-box thinking that went far beyond simply marrying a brand to a name or a song.

Following the Marketing Exchange portion of the Billboard Latin Music Conference on April 23, presented by mun2 and Telemundo, winners will be chosen from among these finalists:

 

BEST ONLINE/SOCIAL CAMPAIGN

Brand: SBS Radio Network Agency: SBS

Campaign: Live Chat Series

Artists: various Labels: various

SBS Radio Network's Live Chat Series launched in March 2012 with Jencarlos Canela and WSKQ (Mega 97.9) New York. It has since hosted artists like Prince Royce and Tito "El Bambino." A Romeo Santos chat netted more than 5,000 unique live viewers, 1,400 chat participants, 16,000 total views and 630,000 Facebook impressions during a one-week push. Cross-promoted on-air through press releases and online ads, and pushed through the radio network's social media outlets, the chats succeed in promoting individual artists, driving traffic to SBS stations and sponsors, and building databases, as registration is required to participate.

 

Brand: Terra Networks Agencies: OMD, Mindshare

Campaign: Terra Music Live in Concert With Alejandro Sanz

Artist: Alejandro Sanz Label: Universal Music Latin Entertainment

Terra Networks' concert series is a 360 program that integrates live streaming and video-on-demand on multiple platforms and engages users in the United States and Latin America. Sanz may be the highest-profile act to play the series, which was also the brand's first live stream, seen across all devices in 19 countries. Sponsors included AFI, Axtel, Kia, Pepsi and T-Mobile, and multiple actions were integrated in a digital content hub. The live stream also promoted Sanz's tour through a contest open to U.S. and Latin American fans.

 

Brand: Coca-Cola Agency: MRY

Campaign: Coca-Cola Mix'On Artists: Jason Derulo, Alyssa Bernal, Joey Montana, Maffio Labels: various

To attract the next generation of Coke drinkers, the brand targeted Hispanic teens with a campaign that highlighted up-and-coming acts and engaged fans online. Bernal, Montana and Maffio were invited to collaborate in the studio and create new songs, and then compete online (through fan votes) to perform live with Derulo at the Coca-Cola Red Carpet during the 2012 American Music Awards. The nine-week program engaged fans and allowed them to make choices through the competition.

 

CAMPAIGN OF THE YEAR

Brand: MasterCard Mexicol Agency: EMI Mexico

Campaign: Priceless Music Artists: various Label: EMI

This yearlong, multiple-artist program featured ways that users could interact with MasterCard Mexico and their favorite music to obtain "priceless" benefits from a website where users could register, share and engage in multiple ways. International and local artists included Coldplay, Zoe, Belinda and Evanescence. The program featured private concerts and shows, social media marketing, digital track downloads and artist merchandise. EMI made its music catalog available to MasterCard for digital download.

 

Brand: Honey Bunches of Oats Agency: XL Alliance Campaign: Positive Mix Artist: Prince Royce Label: Warner

In the face of declining cereal consumption, Honey Bunches of Oats has focused on the Hispanic consumer for the past three years. This 2012 campaign was an effort to create a connection with music through brand ambassador Prince Royce. The campaign featured the singer on 4 million cereal boxes and included a national TV spot, a partnership with Univision Radio, a campaign with Willy Chirino through the Latin Recording Academy's Music in the Schools program, a sweepstakes for a chance to win a trip to a private show and a meet-and-greet, and a partnership with Warner Music that allowed 10,000 winners to download music. As a result, the brand showed growth during the three-month campaign.

 

Brand: Universal Music Latin Entertainment Agency: UMLE Campaign: "MTV Unplugged" marketing campaign Artist: Juanes Label: UMLE

The campaign for Juanes' first "MTV Unplugged" album spanned not only media--with a massive TV campaign--but also multiple brand partnerships in what UMLE described as its most intense effort ever for the artist. Other tools included a special interactive app designed to promote radio airplay.

 

BEST TOUR SPONSORSHIP

Brand: Net10 Wireless Agency: Cardenas Marketing Campaign: Net10 Wireless Presents the Gigant3s Tour Artists: Marc Anthony, Chayanne, Marco Antonio Solis Labels: Sony, Universal Music Latin Entertainment

Net10 Wireless timed its U.S. Hispanic launch with the Gigant3s tour, featuring three of the biggest names in Latin music. The brand maximized its launch through a multiplatform approach that included radio promotions and Twitter parties to win tickets and VIP experiences, while sleek, expansive activation areas at the venues let consumers experience Net10's products.

Brand: State Farm Agency: The Marketing Arm Campaign: Alma/J.Lo and Enrique Summer Tour Artists: Jennifer Lopez, Enrique Iglesias Labels: Epic, Universal

State Farm sought to bring together two passion points for Hispanics--soccer and music--by sponsoring the Lopez/Iglesias tour and partnering with Uncharted Play, creator of the energy-harnessing Soccket ball. The campaign sought to raise awareness, offer exclusive content and bring opportunities to help Boys & Girls Clubs across America. Social sites were used to create unique content while Lopez and Iglesias used their music and access to celebrate their fans and give back to the community. The campaign registered more than 200,000 total visits to State Farm's Latin Facebook page during the promotion.

 

Brand: AT&T Agency: AT&T Campaign: The Formula: Romeo Santos + AT&T Artist: Romeo Santos Label: Sony Music Entertainment U.S. Latin

Sony Music Entertainment launched a marketing and advertising campaign with AT&T surrounding Santos' "Formula Vol. 1" 15-show tour, which included two sellouts at Madison Square Garden in New York. Fans were invited to text to win in addition to ticket and device giveaways. AT&T supplemented its social marketing efforts with a national TV commercial campaign that incorporated the video to Santos' song "Mi Santa" with Sony's new Galaxy SII and the 4G LT.

 

BEST TV CAMPAIGN

Brand: Coca-Cola Campaign: Coca-Cola Olympics Artist: Belanova Label: Universal

Mexican pop trio Belanova was selected to record the Spanish-language version of the Coca-Cola song for the 2012 Summer Olympics, which Coke sponsored. Belanova performed the track in commercials for the soda, featuring top athletes. The campaign included TV spots, YouTube ads and exclusive videos.

 

Brand: Coca-Cola Campaign: Xmas Coca-Cola Artist: David Bisbal Label: Universal

Bisbal recorded the Coke Christmas song that was used for the brand's Latin American campaign that incorporated TV, radio and film spots; multiple online spots; showcases in Argentina and Peru; and aggressive online activity.

 

Brand: AT&T Agency: AT&T Campaign: The Formula: Romeo Santos + AT&T Artist: Romeo Santos Label: Sony Music Entertainment U.S. Latin

The TV component of AT&T's campaign promoting Santos' "Formula Vol. 1" tour makes it a finalist in the TV category. AT&T's spot incorporated the video to Santos' song "Mi Santa" to promote the new Galaxy SII and the 4G LT.


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