PRESENTED BY FABIAN CASTRO VP, MULTICULTURAL MARKETING ENGAGING WITH MULTI-GENERATIONAL LATINOS

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Terence Porter
5 years ago
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1 PRESENTED BY FABIAN CASTRO VP, MULTICULTURAL MARKETING ENGAGING WITH MULTI-GENERATIONAL LATINOS

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25% 80% 11% 5% 100% Hispanics represent a higher percentage of moviegoers and ticket

3 Hispanics: An Essential Moviegoing Segment Population 67% 15% 12% 6% Moviegoers 64% 18% 12% 6% Tickets Sold 0% Caucasian Hispanic African American Other 20% 58% 40% 60% 25% 80% 11% 5% 100% Hispanics represent a higher percentage of moviegoers and ticket sales compared to their % size of the population SOURCE: NIELSEN AMERICAN MOVIEGOING

4 Hispanics Go to the Movies Often 84% of Hispanics attended at least one movie a year 72% 69% Incidence 84% 73% 76% Total Caucasian Hispanic African-American Asian/Other On average, moviegoing Hispanics see nearly 9.5 movies in a theater annually 12-Month Moviegoing Total Caucasian Hispanic African-American Asian/Other SOURCE: NIELSEN AMERICAN MOVIEGOING

86% of Hispanics say going to the theater is important so I can spend time with family and friends Hispanic

5 Hispanics Go to the Movies as a Group While language differences often exist among Hispanic families, the ability to participate in an activity as a family unit supersedes individual language preference. 86% of Hispanics say going to the theater is important so I can spend time with family and friends Hispanic parents attend two to three more movies without their children than non-hispanics. SOURCE: NIELSEN AMERICAN MOVIEGOING

6 Hispanics: It s Not Just One Age Group Hispanics of all ages and acculturation see more movies in theaters annually compared to non-hispanics Non-Hispanic Hispanic 12 to to to to SOURCE: NIELSEN AMERICAN MOVIEGOING

Hispanic-Specific Opportunities Spanish-Dominant / Bicultural Hispanics: Attend more movies annually than those that only watch English-language TV Are more likely to search

7 Hispanic-Specific Opportunities Spanish-Dominant / Bicultural Hispanics: Attend more movies annually than those that only watch English-language TV Are more likely to search for information and watch trailers online, especially via mobile web Are much more engaged in discussing movies on social networks SOURCE: NIELSEN AMERICAN MOVIEGOING

8 Universal s Culturally Relevant Approach 8

9 About The Mama Purge $1.2 Billion Despicable Identity ThiefMe 2 Domestic Gross in YTD Oblivion Guns Fast Riddick & Furious 6 SOURCE: BOX OFFICE MOJO 10/10/13 9

10 Formula for Marketing Success with Latinos Key is to develop tactics that will be culturally relevant CREATIVE/MEDIA PUBLICITY DIGITAL Latino Passion Points allow for multigenerational yet targeted outreach 10

to create awareness and develop interest

11 Movie Marketing Challenges Hollywood mainstream films are unlike any other marketable good: Product Every film is its own stand alone product Time Limited window to create awareness and develop interest Audience Mass audience is fragmented a challenge to wrangle 11

12 Culture is the new language Highlights from the following Universal US Hispanic campaigns as case studies: JANUARY 2013 MAY 2013 JULY

13 CREATIVE/MEDIA PUBLICITY DIGITAL Taking our creative approach steps further than translation Title Adaptation 13

14 CREATIVE/MEDIA PUBLICITY DIGITAL Taking our creative approach steps further than translation Latino Music in Commercials 14

3 MM Viewers Season Finale of Univision s Nuestra Belleza Latina #3 Network

15 CREATIVE/MEDIA PUBLICITY DIGITAL Media Integration Developing out-of-the-box extended placements in pop-culture influences areas of Hispanic media 3.3 MM Viewers Season Finale of Univision s Nuestra Belleza Latina #3 Network Overall for the night among adults beating CBS and NBC SOURCE: UNIVISION PRESS RELEASE 5/20/13 15

COM WASHINGTON POST TV ABC WORLD NEWS NOW ACCESS HOLLYWOOD LIVE ANDERSON COOPER 360 E!

16 CREATIVE/MEDIA PUBLICITY DIGITAL Online AOL MOVIEFONE AOL POPEATER DEADLINE HOLLYWOOD ENTERTAINMENT TONIGHT E! NEWS NOW EW.COM HUFFINGTON POST NEW YORK MAG / VULTURE NEW YORK TIMES PEREZ HILTON SLATE TMZ.COM TVGUIDE.COM US MAGAZINE.COM WASHINGTON POST TV ABC WORLD NEWS NOW ACCESS HOLLYWOOD LIVE ANDERSON COOPER 360 E! NEWS EXTRA FOX AND FRIENDS GOOD DAY LA GOOD MORNING AMERICA THE INSIDER KTLA MORNING NEWS MORNING JOE ON THE RECORD (FOX NEWS) THE O REILLY FACTOR SHOWBIZ TONIGHT THE TODAY SHOW TMZ VH1 MORNING BUZZ LIVE Hollywood superstars in environs only familiar to Hispanic audiences. 16

17 CREATIVE/MEDIA PUBLICITY DIGITAL PREMIOS BILLBOARD 2013 MAIN SHOW + BACKSTAGE TELEMUNDO & mun2 AT LONDON JUNKET mun2 30 MIN SPECIAL WITH EXCLUSIVE INTERVIEWS/ACCESS

18 CREATIVE/MEDIA PUBLICITY DIGITAL Leveraging affinity towards Hispanic talent 18

19 CREATIVE/MEDIA PUBLICITY DIGITAL Massive content launches UNIVISION HOMEPAGE UNIVISION ENTRETENIMIENTO UNIVISION CINE MAMA was the first time a studio has debuted a worldwide trailer with a US Hispanic outlet FIRST, before the rest of the UVIDEOS HOMEPAGE world Univision Interactive s widest movie trailer debut 19

20 CREATIVE/MEDIA PUBLICITY DIGITAL Social 134k targeted Latino followers on Facebook 46,000,000 video views on dedicated YouTube channel 20

21 CREATIVE/MEDIA PUBLICITY DIGITAL Omnipresence with Roadblocks UNIVISION.COM HOMEPAGE FANDANGO CINE MUN2.TV PANDORA MILLENNIAL TABLET HULU 21

22 CREATIVE/MEDIA PUBLICITY DIGITAL Ticketing 22

Success Stories $120MM opening for 4-day Memorial Day

$32MM opening for 4-day MLK 2013 wknd 46% Hispanic.

23 Success Stories $120MM opening for 4-day Memorial Day Biggest opening weekend in Universal history 32% Hispanic. $32MM opening for 4-day MLK 2013 wknd 46% Hispanic. $72MM domestic total $143MM opening for 5-day July 4 th wknd 27% Hispanic. $872MM Worldwide. Universal s most profitable movie ever. SOURCE: BOX OFFICE MOJO; UNIVERSAL EXIT POLLS 23

24 Takeaways that Apply to All Brands CULTURAL RELEVANCE IN MESSAGING IS KEY CREATE OMNIPRESENCE VIA CUSTOM OUTREACH ACROSS A VARIETY OF MEDIA DEVELOP BRAND INTEGRATIONS IN UNEXPECTED PLACES SOCIAL MEDIA ENCOURAGES ENGAGEMENT AND BRAND ADVOCACY 24

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Netflix & American Latinos: An Integrated Marketing Communications Plan. Anthony Morelle Jose Velez Borbon Melissa Greco Lopes

Netflix & American Latinos: An Integrated Marketing Communications Plan Anthony Morelle Jose Velez Borbon Melissa Greco Lopes Netflix Background Cofounded in 1997, launched subscription service in 1999