PM Publicidad Scores Hispanic Market with Soccer Sponsorship
Experiential marketing drives 360-degree campaign created for client NAPA AUTO PARTS
PM Publicidad, a full-service multicultural agency, today unveiled a case study outlining the Hispanic marketing strategy it created for NAPA AUTO PARTS—official sponsor of the Mexican National Soccer Team. Focusing its strategy on experiential marketing,PM Publicidad positioned NAPA AUTO PARTS to become a sponsor of the highest profile U.S. Hispanic sports marketing property: “El Tri.” For the U.S. Hispanic market, there is nothing that comes close in terms of fan following, passion and impact than sports, specifically fútbol.
Experiential marketing is ranked #1 among Hispanic consumers, compared to other media, as a driving force for purchasing decisions. PM Publicidad developed an aggressive grassroots strategy that focuses on experiential marketing and included retail, advertising, digital, social media and PR components, which should prove critical in a World Cup Year.
The NAPA Pura Calidad Tour hosted Fútbol Fiesta events at all 2013 games that the Mexican National Team played during the U.S. tour in Houston, Miami, New York, Chicago and Dallas. From on-site activations and in-store events to taking pictures with players and winning tickets, NAPA AUTO PARTS gained market share among national aftermarket automotive retailers in brand awareness.
“We knew experiential marketing would play a key role in marketing to Hispanics and what better way to reach the target audience than with a beloved sport about which they’re passionate,” said Eduardo Perez, President of PM Publicidad.
PM Publicidad has managed all aspects of the NAPA AUTO PARTS sponsorship of the Mexican National Soccer Team for the last seven years, which comes full circle this week when El Tri plays Nigeria at the Georgia Dome in Atlanta.
To celebrate on home turf, PM Publicidad has created its own ultimate VIP experience for agency executives, clients and media invitees. Aptly called “PM Scores”, PM Publicidad will take guests behind-the-scenes with the Mexican National Soccer team in the most anticipated sporting event in Atlanta. Guests will get a firsthand look at what goes into creating a Fútbol Fiesta event and experience it for themselves.
“As part of the ultimate sports experience, our guests will be able to watch the teams practicing from our VIP suite, as well as enjoy some unexpected surprises along the way,” said Philip Polk, Chief Digital Officer for Movil-U, the digital media partner to PM Publicidad.
As sports fans continue to set their sights on Brazil in 2014, Fútbol Fiesta events will continue to bring the passion close to home.
To obtain a copy of the case study, please send your requests to: firstname.lastname@example.org.
To learn more about the innovative campaigns PM Publicidad is creating for its clients, visit them on Facebook or Twitter @PM_Publicidad using the hashtag #PMScores.