El Jimador - Cinco de Jimi Cup

Story

Soccer crosses borders and unites fans around the world. In the last few years, its prominence in the U.S. has grown exponentially with Major League Soccer and the U.S. National Team achieving continued success.

el Jimador leveraged this passion for the sport, along with the brand’s 100 percent authenticity characteristic, to develop a program aimed at increasing brand awareness and interaction with American and U.S. Hispanic soccer fans.

Through media relations, talent relations and social media tactics, Havas FORMULATIN helped generate buzz and awareness of the Cinco de Jimi Cup 2012 throughout the four-month program.

Tactics

  • Launch aggressive media relations outreach targeting sports and consumer outlets
  • Launch Cinco de Jimi Cup Facebook contest and secure recognizable online partners to lend credibility 
  • Distribute three press releases:
    • el Jimador Tequila Launches “Cinco de Jimi Cup” Contest
    • el Jimador Announces the ‘Dream Team’ Roster for the First “Cinco de Jimi Cup”
    • Recap release
  • Conduct Q&A with Zague and Lalas for securing additional coverage

Results

  • Secured reps from online soccer outlets Goal.com and The Original Winger to serve as Facebook contest judges
  • Cinco de Jimi Cup attended by top-tier media including Crave Online, El Especial, ESPN Deportes, FOX Deportes, Goal.com, Telemundo, The Original Winger, and Univison.com
  • Attained coverage in top national, regional and local outlets catering to the general market, as well as English- and Spanish-speaking Hispanics—including NBC, FOX, CBS, ABC, El Mundo, Yahoo Sports, and PuroFutbol.com
  • Secured 729 placements, equating to almost 316 million gross impressions and $1.7 million in ad equivalency

Havas FORMULATIN

New York
200 Hudson, 7th Floor
New York
NY
10013
212.219.0321
San Diego
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San Diego
CA
92110
619.234.0345
Los Angeles
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El Segundo
CA
90245
310.578.7050
Chicago
36 E. Grand Ave.
Chicago
IL
60611
312.640.6800

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