CHALLENGE
The Conroy Martinez Group worked with the Coca-Cola Corporation to promote their Telenovela Club targeting the U.S. Hispanic marketplace in key Spanish-language markets. With Hispanics accounting for approximately 18% of the U.S. population, Coca-Cola wanted to tap into this lucrative and growing market.
The agency leveraged Coca Cola’s partnership with Disney and maximized the publicity opportunities. We were able to have the Telenovela Club events at Disney properties on the east and west coasts of the US: the Disney World Resort in Orlando and Disneyland in California. Because the Telenovela Club’s fan base was so prevalent in Miami, we also featured an event in Miami Beach.
We launched these events over several years in conjunction with Hispanic Heritage Month. The Coca Cola TeleNovela Club’s program wanted to generate more interest and engagement from its loyal Club members while promoting its My Coke Rewards. 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 opportunity.
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 dream vacation for lucky winners to the three exciting destinations that culminated with a Meet and Greet with telenovela stars Christian de la Fuente and Jacqueline Bracamontes in Walt Disney World in Orlando and Disneyland in California; and telenovela stars Rene Strickler and Gustavo “JAN” Cardenas Avila in South Beach.
The Conroy Martinez Group added an extra element to have cultural appeal one year. 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 national media for the overall program launch as well as 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, Dallas, Houston, Chicago, New York and South Florida.
While onsite in the each of the three destinations, the firm coordinated national and regional media that were invited to follow the families on the trip of a lifetime. In addition, we hosted blogger/influencer Q and A sessions 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 program was an unqualified success, resulting in Coca-Cola repeating the program in successive years in three different markets.
Working with Coca-Cola and each of the three destinations, we coordinated and edited 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 at each location as well as those media outlets that were not able to join us.
Close to 10 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.