"Interactive Food & Beverage Marketing" (PDF)
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<strong>Interactive</strong> <strong>Food</strong> & <strong>Beverage</strong> Marketing | Appendix: Multicultural Marketing in the Digital Age<br />
54 See, for example, Ignacio Hernandez Jr., “Search Engine Marketing to the U.S.<br />
Hispanic Market,” WebProNews, 20 May 2004, http://www.webpronews.com/<br />
topnews/2004/05/20/search-engine-marketing-to-the-us-hispanic-market (viewed<br />
6 Apr. 2007).<br />
55 Lee Vann, “Hispanic Online Best Practices: Hispanic Online Marketing,” Chief<br />
Marketer, 14 Nov. 2006, http://capturagroup.com/hispanic-best-practiceshispanic-online-marketing.html<br />
(viewed 6 Apr. 2007).<br />
56 Vann, “Hispanic Online Best Practices: Hispanic Online Marketing.” The article<br />
also notes that there are growing alliances between major search engines and<br />
Hispanic/Latino online publishers, including Google, AOL, MSN, Yahoo!, Univision,<br />
Terra.com, and QuePasa.com. See, for example, “Yahoo! and Hispanic Digital<br />
Network Ink Search Distribution Agreement,” press release, 12 July 2006,<br />
http://www.submitexpress.com/news/2006-07-12-yahoo-0167.htm. There is now<br />
a yearly conference focused on Hispanic search engine marketing strategies. See<br />
“2nd Annual SES Latino Conference and Expo to be held in Miami on June 18th &<br />
19th, 2007,” press release, http://www.searchenginestrategies.com/sew/<br />
latino07/ (both viewed 6 Apr. 2007).<br />
57 Moses Frenck, “Reaching Out With Pep in Her Step,” Marketing y Medios, 1<br />
Nov. 2006, http://www.marketingymedios.com/marketingymedios/search/<br />
article_display.jsp?vnu_content_id=1003381022 (viewed 13 Mar. 2007).<br />
58 Pamela Parker, “StarMedia, Pepsi Team to Reach Hispanic Teens,” ClickZ<br />
Network, 24 May 2000, http://www.clickz.com/showPage.html?page=379261<br />
(viewed 13 Mar. 2007).<br />
59 Parker, “StarMedia, Pepsi Team to Reach Hispanic Teens.” The Pidemas site,<br />
no longer in operation, was initially aimed at teens in Puerto Rico and was subsequently<br />
promoted in Argentina, Brazil, and Venezuela. “Entitled ‘Pepsi Music,<br />
Expresate con todo’ (‘Express yourself with everything’), Parker explained, “the TV,<br />
radio, outdoor, and print campaign ran for 10 weeks in Puerto Rico, where more<br />
than 20 million Pepsi packages were embossed with the site’s URL.” Pepsi also<br />
sponsored a promotion to allow teens to create thirty-second video clips, to be<br />
displayed and voted on at the site, and the company sent out video crews to<br />
shoot pictures of “teens enjoying summer fun.” Another promotion, which<br />
appeared on packs of Pepsi, Diet Pepsi, Seven Up, and Sunkist, involved prizes<br />
such as cars, computers, and Internet access.<br />
60 “Manzanita Sol—Cae en la Tentación,” http://www.manzanitasol.com/<br />
exoticav2/ (viewed 14 Mar. 2007). “Pepsi to Aim for Hispanic Market via Mexican<br />
Soft Drinks,” Dallas Morning News, 28 Mar. 2005,<br />
http://www.bevnet.com/news/2005/03-28-2005-pepsi_mexican_soft_Drinks.asp<br />
(viewed 13 Mar. 2007).<br />
61 Copa Coca-Cola, http://www.copacocacola.com/Copa/english/index.html<br />
(viewed 16 Mar. 2007); Mariana Lemann, “Mainstream Advertising With Tacos<br />
and Guacamole,” Marketing y Medios, 1 Jan. 2005, http://www.marketingy<br />
medios.com/marketingymedios/magazine/article_display.jsp?vnu_content_id=10<br />
00744623 (viewed 16 Mar. 2007).<br />
62 “Burger King® launches A Tu Manera(SM) National Sweepstakes,” press<br />
release, 28 Jan. 2005,<br />
http://www.hispanicprwire.com/news.php?l=in&id=3638&cha=7 (viewed 6 Apr.<br />
2007).<br />
63 “Burger King Sponsors A Sizzling Reggaeton Promotion,” press release, 18 Apr.<br />
2006, http://www.hiphoppress.com/2006/04/burger_king_spo.html (viewed 6<br />
Apr. 2007).<br />
64 “Burger King Sponsors A Sizzling Reggaeton Promotion.” According to the press<br />
release, Burger King’s “Mi Música, Mi Estilo is a multi-level promotion that<br />
includes: restaurant meet and greet opportunities, guerrilla street teams, a<br />
WHOPPER® gift with purchase including downloadable music ringtones, songs<br />
and wallpapers, radio spots featuring Voltio, TV and online promotion and private<br />
concert performances. Prior to the South Florida event, Burger King Corporation<br />
conducted a multi-city sweepstakes to send consumers to the [2006 Billboard<br />
Latin Music] awards show and VIP parties.”<br />
65 Quoted in “Burger King® Sizzles with High Voltage Reggaeton Campaign,” press<br />
release, 26 Apr. 2006,<br />
http://www.hispanicprwire.com/news.php?l=in&id=6056&cha=7 (viewed 6 Apr.<br />
2007).<br />
66 See, for example, Burger King’s Spanish-language Extreme Website,<br />
http://www.tucontraextreme.com/ (viewed 6 Apr. 2007).<br />
67 A good example of the range of online advertising formats can be found for this<br />
and other MTV online channels at MTV.com’s Advertiser’s Information page,<br />
http://www.mtv.com/asm/adspecs/adunits.jhtml (viewed 6 Apr. 2007).<br />
68 Nancy Ayala, “MTV Tr3s Pairs Up Music Shows With Advertisers,” Marketing y<br />
Medios, 23 Jan. 2007,<br />
http://www.marketingymedios.com/marketingymedios/noticias/article_display.js<br />
p?vnu_content_id=1003536070 (viewed 6 Apr. 2007).<br />
69 Quoted in Luis Clemens, “Marketers Put Their Brand on Programs Product<br />
Placement, Branded Shows Take Center Stage, Raise Concerns,” Multichannel<br />
News, 12 Feb. 2007, http://www.multichannel.com/article/CA6415477.html.<br />
“The Chicas Project,” mun2, http://holamun2.com/bodega/shows/chicas (both<br />
viewed 6 Apr. 2007).<br />
70 Matthew G. Nelson, “McDonald’s Tries Mobile to Hawk Fish, Targets Hispanic<br />
Market,” ClickZ Network, 26 Feb. 2007,<br />
http://www.clickz.com/showPage.html?page=3625104 (viewed 16 Mar. 2007),<br />
71 Lisa Bertagnoli, “Marketing Latin Style: Chains Crank up Hispanic Advertising<br />
as the Population Burgeons,” Restaurants & Institutions, Nov. 2000,<br />
http://www.rimag.com/archives/2000/11b/business-hispanic.asp. See also interview<br />
with Rick Marroquin, McDonald’s director of Hispanic marketing, Marketing y<br />
Medios, 1 Mar. 2006,<br />
http://www.marketingymedios.com/marketingymedios/search/article_display.jsp<br />
?schema=&vnu_content_id=1002115554&WebLogicSession=Q4FPBcjXA16sFyeU<br />
TU66eR9svpl9plA2GAjgJFgPDwMrmYfvQp6F%7C39294472689635699/177738<br />
805/6/7005/7005/7002/7002/7005/-1 (both viewed 6 Apr. 2007).<br />
72 “McDonald’s Neil Perry,” iMedia Connection, 27 Jan. 2002, http://www.imedia<br />
connection.com/content/1343.asp (viewed 6 Apr. 2007).<br />
73 Levantateya.com is the Spanish-language version of McDonald’s “Morning<br />
Impaired” website, http://www.morningimpaired.com/hcm2007/ (viewed 6 Apr.<br />
2007).<br />
74 Kevin Newcomb, “Hispanic Portals Reach Out to Advertisers,” ClickZ Network,<br />
22 Mar. 2005, http://www.clickz.com/showPage.html?page=3491971 (viewed 16<br />
Mar. 2007).<br />
75 Lloyd, “No Habla Español?”<br />
76 “Briabe Media Offers Multicultural Mobile Marketing Assessments for Brands<br />
Seeking to Better Connect with Hispanic and African American Customers,” press<br />
release, 27 Feb. 2007,<br />
http://www.prwebdirect.com/releases/2007/2/prweb507171.htm (viewed 16<br />
Mar. 2007).<br />
77 “Briabe Media Offers Multicultural Mobile Marketing Assessments.”<br />
97