Unacculturated TV Sabor

Phase 1
Calendar Promotion

Phase 2
CD Promotion

Phase 3
Festival de las Estrellas

Acculturated Unmistakable Ride

Phase 1
CD Promotion

Phase 2
Car Giveaway

Client

Bud Select
(Anheuser-Busch Companies)

Program

Austin City Limits Sweepstakes (Statewide - Texas)

How it Worked

• Client interested in leveraging television sponsorship of popular PBS series Austin City Limits (ACL)

• Agency worked closely with ACL team to develop their first-ever promotional partnership program

• Consumers were invited to participate in sweepstakes to win the ultimate ACL experience for themselves and nine friends

• Custom dealer loaders created to enhance program buy-in

Results

• Promotion activated in over 450+ accounts across Texas

• Double digit growth display growth as a result of secondary dealer loaders - custom cooler

Client

Dr Pepper
(Cadbury Schweppes Americas Beverages)

Program

Dr Pepper Dream Quinceañera (18 markets)

How it Worked

• Consumer promotion designed to drive frequency

• Consumers had a chance to win a celebrity performance by hot artist Frankie J at their own Quinceañera

• CD overlay with top party songs created in partnership with Quincy Girl magazine

Results

• Double and triple digit growth across all markets during the promotion time period

• Phoenix experienced sales increase of 310% (4k cases) 4 weeks into promotion

• First year market Chicago enjoyed sales increases of 134% and closed distribution gaps in 25% of participating stores

Client

Dr Pepper
(Cadbury Americas Beverages)

Program

“Inconfundible” Sampling Program (8 markets)

How it Worked

• Target audience - unacculturated Hispanic consumers, Spanish dominant, 18-34

• Introduce “unmistakable” taste of Dr Pepper to consumers

• Comprehensive program where consumers live, work and play - construction sites, soccer fields, churches, malls, movie theaters, flea markets, festivals

• Utilized multiple branded vehicles, 72 sampling days per vehicle, per market

Results

• Continues to be one of Dr Pepper’s most successful programs

• Distributed over 400k cans across 8 markets in 2007

• Research indicated over 44% of trialists and non-users sampled in Los Angeles, Dallas And San Diego will likely purchase Dr Pepper

Client

Crown Royal (Diageo)

Program

“Sonidos del Rey” On-premise Sampling (Houston, Dallas, Austin, San Antonio, Rio Grande Valley, El Paso)

How it Worked

• Developed a comprehensive, multi-phased program featuring activities targeted to consumers, gatekeepers (service industry) and influencers

• Consumers - targeted “chameleon” accounts to attract Hurbano/Spanglo bicultural consumers

• Hosted exclusive influencer cocktail parties and Purple Velvet gatekeeper events featuring Latin artist Nortec Collective

• Created custom CD featuring Nortec among other hot “international” Latin artists

Results

• Brand ambassadors distributed 7k samples over 184 events

• Brand received over 37k impressions through DJ shout-outs and on-site presence

Client

U.S. Cellular

Program

“Sonidos del Rey” On-premise Sampling (Houston, Dallas, Austin, San Antonio, Rio Grande Valley, El Paso)

How it Worked

• Developed a comprehensive, multi-phased program featuring activities targeted to consumers, gatekeepers (service industry) and influencers

• Consumers - targeted “chameleon” accounts to attract Hurbano/Spanglo bicultural consumers

• Hosted exclusive influencer cocktail parties and Purple Velvet gatekeeper events featuring Latin artist Nortec Collective

• Created custom CD featuring Nortec among other hot “international” Latin artists

Results

• Brand ambassadors distributed 7k samples over 184 events

• Brand received over 37k impressions through DJ shout-outs and on-site presence

Client

JCPenney

Program

La Fiesta Broadway Event Activation

How it Worked

• Challenge: event draws over 500,000 attendees and over 100 corporate sponsors.

• Created impact through:
  - Incorporating fashion show into stage     sponsorship
  - Simplified branding & merchandising     on booths along main walkway

Results

• Fashion show allowed partner Perry Ellis to launch newest line “La Habanera” brand in relevant environment.

• Leveraged booth participation for added value from partner merchants Elizabeth Arden, Reebok, Lifetime Studios and Perry Ellis.

• Walk-by traffic of over 400,000 with over 25,000 sampling opportunities.

Client

Dr Pepper
(Cadbury Schweppes Americas Beverages)

Program

Unmistakable Concert/Festival Inconfundible Ticket Promotion (11 markets)

How it Worked

• Consumers purchasing (4) 12-packs of Dr Pepper received (1) FREE ticket to exclusive concert event

• Tier-one talent selected based on market relevance – Conjunto Primavera, Los Lonely Boys

• Created turnkey concert events including talent and venue negotiations, concert production and promotion, street team support, creative production, and online activation

Results

• Incremental sales achieved in all markets with increases ranging from 107% to 669% across trademark DP brands.

Client

Bud Light
(Anheuser-Busch, Inc. )

Program

Bud Light Texas Guitar Hero

How it Worked

• Working in conjunction with video game developer Red Octane and Gibson Guitars, created a mobile Guitar Hero gaming unit to generate on-premise promotional opportunities

• Game units were designed for easy set-up and transport and include everything for an attention-grabbing event

• Custom banners were available to create on-premise buzz and boost sales.

Results

• Activation extended to use at special events to further enhance brand presence