CASE STUDY

Building Brand and Loyalty for Coca-Cola’s Telenovela Club

 
CHALLENGE

The Conroy Martinez Group worked with the Coca-Cola Corporation to promote their Telenovela Club targeting the Hispanic U.S. marketplace in key Spanish-language markets. With Hispanics accounting for 18% of the U.S. population, Coca-Cola wanted to tap into this lucrative and growing market.

The agency handled Media Relations for the Telenovela Club event taking place at Disney World Resort in Orlando, as well as events in Miami and Los Angeles later in the year.

In celebration of Hispanic Heritage Month, the Coca Cola TeleNovela Club’s program wanted to generate more interest and engagement from its loyal Club members. The challenge was to create a media-worthy promotion that would generate a buzz among the client’s constituents while providing a once-in a lifetime opportunit.

STRATEGY

The Conroy Martinez Group developed the Coca Cola Telenovela Club Once-In-a-Lifetime ‘Supersized’ Family Vacation enhanced plan -- a promotion to have its climax during Hispanic Heritage month (October) and to award a five-day dream vacation for six people to the Happiest Place on Earth that culminated with a Meet and Greet with telenovela stars Christian de la Fuente and Jacqueline Bracamontes and filmed a “telenovela scene” with the celebrities. Eight families, (one from each target market), avid fans of telenovelas-- the Latino soap operas that dominate primetime Spanish television-- would have that opportunity.

The Conroy Martinez Group added an extra element to have cultural appeal. Added to the super-sized trip was an additional and wildly popular hot button: not only meeting, but also filming a keepsake video with telenovela stars, Cristian de la Fuente and Jacqueline Bracamontes.

The agency targeted the regional hometown media for each of the winners for pre and post event stories. Media outreach was provided in key home markets including Los Angeles, Las Vegas, Phoenix, Houston, Chicago, New York and South Florida. 

While onsite in the Walt Disney World Resort, the firm coordinated national and regional media that were invited to follow the families on the trip of a lifetime. In addition, we hosted a blogger/influencer Q and A session with the telenovela stars to reinforce the Coca-Cola brand and the loyalty of the Telenovela Club participants. We aimed to create pre-event, event on site and post event coverage to broaden awareness and loyalty of Hispanic families to the Coca-Cola product lines.

RESULTS

The year-long campaign in Orlando, Miami and Los Angeles was an unqualified success, resulting in Coca-Cola continuing the program in successive years.

Working with Coca-Cola and Disney to film, coordinate and edit B-roll for TV, as well as with our still photographer for post publicity and editorial use, photos were sent via wire and B-roll was made freely available to be picked up by the national and regional media that joined us in Orlando as well as those media outlets that were not able to join us.

More than 3.5 million impressions through Hispanic media outlets generated tremendous goodwill for the brand, Including placements in national Spanish-language print and broadcast media including Univision’s National show “Despierta America,” People En Espanol, Hoy, La Opinion and Terra.com to name a few, resulting in an uptick of market share for Coke products in Hispanic markets nationally