adtech sf 2012 the new video universe by doug bandes and joel hernandez
TRANSCRIPT
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Latinos Are One
Doug Bandes, DBG
Joel Hernandez, iNSPIRE!
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Latinos Are One
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Latinos Are One: Background
• U.S. Hispanic teens and young adults are one of the most rapidly growing and influential groups.
– Multicultural upbringing– Bilingual– Enjoy sports, shopping, and music– Digital natives
• However, they are difficult to target via traditional media.
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Latinos Are One: Development
• DBG and iNSPIRE! bypassed the traditional TV commercial by creating its own original series.
• LR1 focuses on music fusion, highlighting rich Latino cultural influences.
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Latinos Are One: Execution
• Features nine-time Grammy-nominated music producer Andres Levin, Hip-Hop artist MC Velcro, Jean Shepherd from Navegante, and pop star Debi Nova
• Levin and team wrote, composed and recorded an original song celebrating their Latino heritage called “Maña y Corazón”.
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• Tune-in media geo-targeted for SW region.
• Customized expandable units.
Latinos Are One: Execution• Eight episode series
launched Spring 2011.
• Series featured on Latino lifestyle site Batanga and on relevant sites within DBG’s partner network.
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Latinos Are One: Results
• Interaction rate: five times industry average
• CTR: double industry average
• Completion rate: 15% higher than industry average
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Latinos Are One: Season 2
• Season 2 features Latino artists from different disciplines are create original artwork based on “Maña y Corazón”.
• Viewers submit their own art.
• Episodes launch on LatinosAreOne.com, via DBG tune-in media, publicity and social.