Tecate Light - Grand Prix of Long Beach

Story

As official sponsor of the Grand Prix of Long Beach (GPLB) since 2001, Tecate Light has helped increase Hispanic attendance to the race, providing fans with enhanced experiences and sampling opportunities in one of the region’s largest sporting events.

Havas FORMULATIN supported Tecate Light’s 11th consecutive sponsorship of the GPLB with a PR program that included media relations and social media tactics designed to build buzz among fans and regenerate press interest in the brand’s campaign.

Tactics

Pre-Event Activities

  • Outreach to consumer, business and trade (beverage, retail and marketing) media with bilingual press releases, pitches, media alerts and calendar listings, including:
    • Tecate Light’s support of GPLB
    • Concert artists
    • Miss Tecate Light GPLB
  • Interviews with bands and event promotion on social media channels

Onsite Activities

  • Secure inclusion of activation as part of race coverage
  • Facilitate interviews with brand representatives at Hospitality Suite
  • Share content on Facebook, including videos of Chicas Tecate Light and photos of Miss Grand Prix of Long Beach

Results

  • Secured 172 placements in target outlets including La Opinion, Notimex, OCRegister.com, PressTelegram.com, and Yahoo Sports
  • Garnered more than 93 million impressions and $371,000 in ad equivalency
  • Contributed to 10K increase in Facebook fans from March 1 to April 30, 2012
  • Generated nearly 1 million impressions from social media promotion by bands

Havas FORMULATIN

New York
200 Hudson, 7th Floor
New York
NY
10013
212.219.0321
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.578.7050
Chicago
36 E. Grand Ave.
Chicago
IL
60611
312.640.6800

Jump To

Formula PR

Formula Street

Formula

© 2015 Formula

All Rights Reserved