Fan interaction and personal touches that often verged on intimate were at the core of the winning campaigns of the 2015 Billboard Latin Music Marketing Awards.
Campaigns like Verizon’s 48-hour, fan-generated soundtrack for the Droid Turbo smartphone and pop star Chayanne’s personalized approach to album promotion in Argentina impressed judges who were clearly looking for out-of-the-box proposals that could directly connect with consumers.
Awards were given out in six categories: digital/social, innovative, events/engagement, partnerships/collaborations, TV/film and, finally, for integrated campaigns. Winners for the awards -- which were once again powered by the Clio Awards -- were announced during a ceremony Monday (April 27) at the Ritz Carlton Hotel South Beach as part of the Billboard Latin Music Conference. Winners were voted upon by a panel of judges that included Luis Miguel Messianu, president/COO Alma; Alex Lopez Negrete, CEO Lopez Negrete Communications; James Cooper, editorial director of Adweek; and Jorge Plasencia, Chairman/CEO Republica.
What made these campaigns special? See for yourselves:
“Latin Grammy Droid Turbo”
Lopez Negrete Communications
To promote its new Droid Turbo phone, Verizon created a 48-hour (the supposed length of the phone’s battery life) soundtrack with contributions from fans (obtained via a Twitter campaign) and Prince Royce during the Latin Grammys.
“Chayanne in All of Argentina”
Sony Music U.S. Latin
Artist Promotion for Album
For release of his album in Argentina, pop superstar Chayanne didn’t merely do promotion. He spent a whole day in Argentina doing ordinary things with ordinary fans, unannounced, from strolling through streets, to shopping in malls and restaurants. The results? Sales with engagement.
“Net 10 Wireless Presenta Marc Anthony Cambio de Piel Tour”
Cardenas Marketing Network
Net 10 Wireless
Multiple levels of engagement before, during and after Marc Anthony’s massive arena tour made for a campaign that connected a mass artist with fans in many ways.
4. Integrated Campaign
“Atrevete con Cifrut & Daddy Yankee”
“Romeo Santos & Dr. Pepper”
Sony Music U.S. Latin
Artist Endorsement/Integrated Campaign
Two powerful campaigns featuring powerful artists tied in the all-important Integrated campaign category.
Daddy Yankee’s “Atrévete con Cifrut & Daddy Yankee” (Take a Chance with Cifrut and Daddy Yankee) had the superstar reaching out directly to fans via a series of multi-media spots. Romeo Santos’ Dr. Pepper campaign featured the bachata star on his home turf of the Bronx, personalizing him for fans and branding him “one of a kind.”
Many campaigns were crafted around the World Cup. But Carlos Vives’ very personal, emotional and engaging trip to Brazil, a kind of docu-drama that touched upon sports and music, was particularly memorable.
McDonald’s Fast Food
Laura Branigan’s 1982 hit “Gloria” was obviously not a Latin song, but it resonated with Latins across the continent. By tying it to a McDonald’s campaign, ALMA made many remember their youth.