With almost half of the year already behind us, this issue Havas FORMULATIN reflects on some of the programs that have generated news and excitement among clients. From new technologies to a more personalized approach at media relations, the team had some big wins to celebrate along with our partner brands. We look forward to a summer filled with events, product launches and, of course, futbol!
el Jimador Celebrates National Margarita Day with Multiphased Program
Margaritas are one of the country’s most popular ordered drinks; so much so, that Feb. 22 was designated as National Margarita Day. To celebrate the occasion, el Jimador tequila launched the “Spiciest Margarita Challenge” among media and consumers. To support the promotion, Havas FORMULATIN coordinated deskside briefings with Cosmopolitan, BlackBook, The Daily Meal, POPSUGAR and Cosmopolitan for Latinas, during which New York-based mixologists prepared different variations of the spicy margarita. Immediate content from these sessions was shared across the outlets’ social media platforms. Additionally, the team secured regional broadcast opportunities with outlets such as CBS San Antonio, FOX Chicago, and UniMas Dallas, with local mixologists sharing spicy margarita recipes for viewers to enjoy at home. Lastly, the team supported local events in California, Texas and Florida, at which consumers challenged themselves to taste el Jimador’s spiciest margarita recipe, and learned about el Jimador’s production method, in exchange for branded swag. In total, the team secured 67 traditional and social media placements, generating more than 47 million impressions for the brand.
TurboTax Supports Hispanic Community & Raises Awareness
For the second consecutive season, Havas FORMULATIN supported TurboTax’s efforts to reach Hispanic taxpayers by conducting a national media relations and blogger program. The team kicked off the campaign with the launch of SnapTax en Español, an app that enables simple-filers to file their taxes using a mobile phone, in the language of their choice. This launch was covered exclusively by CNET en Español, and garnered additional attention from outlets such as El Sol News, Rollo Latino, Telemundo Chicago, and Bereavision, among others. Additionally, TurboTax continued to be a resource to the Hispanic community with tips and recommendations provided in articles bylined by TurboTax’s CPA and Blog Manager Lisa Greene-Lewis, featured in print and online media. Furthermore, in an effort to encourage Hispanic consumers to try TurboTax online, Havas FORMULATIN partnered with blogs such as Latina Mom, Blog Finanzas, Ahorrando Dolares, MomsLA and Life is a Journey to orchestrate gift card giveaways. From January to April, FORMULATIN secured 54 placements in highly targeted Hispanic media of deep importance to the brand.
Tecate Leverages Two Events to Engage Consumers
Leading into Cinco de Mayo, one of the key consumption occasions for Tecate and Tecate Light, the Mexican beer brands engaged with consumers at two key events: Grand Prix of Long Beach (April 11) and Pacquiao vs. Bradley rematch in Las Vegas (April 12). Southern California race fans enjoyed the Grammy-nominated Mexican band Kinky as part of Tecate Light’s Fiesta Friday concert at the Grand Prix. To support this initiative, Havas FORMULATIN conducted extensive media outreach prior to the event and secured interviews for the band with leading outlets such as EFE and La Opinion. On site, the team hosted a press conference with the artists, where Tecate Light was visually present through branded step-and-repeat, Chicas Tecate, and swag. More than 20 Hispanic and general market outlets attended the pre-concert conference, including Yahoo!, Bereavision, Galeria Alternativa, and Press Telegram, among others. Simultaneously Havas FORMULATIN supported Tecate’s boxing sponsorship with extensive media outreach leading up to the Pacquiao vs. Bradley fight. This included participation in press conferences, blogger engagement with “Tecate Fight Kits” containing live stream promotion codes and branded consumer giveaways, and media outreach touting the brand’s Pay-Per-View rebate offer. During fight week, Havas FORMULATIN secured social media mentions of Tecate’s sponsorship among leading boxing reporters, such as Lance Pugmire (Los Angeles Times), Dan Rafael (ESPN), and Kieran Mulvaney (Reuters); coordinated a Univision segment with fighter Miguel Cotto at Tecate’s retail activation; and secured coverage opportunities on site. Combined, these two initiatives yielded more than 100 placements and 32 million impressions for the brand.
Maria Amor Named to the Board of HPRA
Havas FORMULATIN Vice President Maria Amor has been elected secretary of the Hispanic Public Relations Association’s (HPRA) New York Chapter. HPRA is the nation’s largest network of public relations, marketing and advertising professionals at agencies, government entities, nonprofit organizations and corporations. Leveraging more than 10 years of PR experience, Amor was seeking an opportunity to give back to the Hispanic PR community by supporting the organization’s mission to empower practitioners, promote professional development, support Hispanic students entering the field, and address trends and issues impacting the community. As part of this year-long volunteer role, Amor will be assisting the board with event planning, fundraising efforts, media exposure, and member communication.
Natalia Herrera Elevated to Senior Account Executive
Just shy of her third anniversary with Havas FORMULATIN, Natalia Herrera has been promoted to senior account executive. From securing top-tier media coverage in outlets such as EFE, Progressive Grocer, Beverage Industry, and La Opinion to facilitating Casa Indio and Nestlé’s Day of the Dead blogger event to playing a larger role managing accounts such as TurboTax and Laura Vela, Natalia has proven she possesses the skills to take on this new role and challenge. As senior account executive, she will serve as a day-to-day client contact, participate in ideation and planning sessions, lead media relations efforts, and help manage and mentor junior staff.