Time Warner Cable Campaign “Mi Vida, A Mi Manera” (My Life, My Way) Uses Social Media to Connect Hispanics to Their Passions

Time Warner Cable Inc. (NYSE: TWC) announced today the launch of their new 2011 Hispanic consumer brand campaign, “Mi Vida, A Mi Manera”/ (“My Life, My Way”). The campaign is centered on the company’s mission to empower Hispanics to live their life on their terms in ways that are simple and easy. Giving a peek into the lives of our consumers, the campaign showcases those special moments that Time Warner Cable products and services make possible.

Understanding that consumers engage with brands through multiple touch points, the brand campaign follows a 360⁰ integrated multi-media approach. With eight new brand spots, print advertising, direct mail, and complemented with progressive social media and community event extensions, Time Warner Cable will further drive meaningful consumer engagement. “Latinos yearn for experiences that are in tune with their way of living, their passions and interests,” said Martinez de Rodriguez, Sr. Director, Corporate Target Marketing at Time Warner Cable. “Time Warner Cable’s ‘Mi Vida, A Mi Manera’ campaign was created to go beyond a :60 spot and deliver on the unique entertainment and communication needs of Hispanic customers in order to deepen their emotional connection with our brand.”

“Mi Vida, A Mi Manera” was designed to inspire and create a tangible opportunity for “real people” to realize their dreams. With this premise, Abel Ullón, the 2010 winner of the Time Warner Cable “Alcanza La Fama” singing contest, is featured in one of the brand spots that tells the story of how high speed internet help him jump start his music career. To further elevate his career, will be featured as one of five finalists to perform at the Latin Billboards New Artists Showcase on April 27 in Miami as part of a Time Warner Cable and Telemundo partnership. His journey to the Latin Billboards will be documented in a series of webisodes that will live on Time Warner Cable’s Mi Cultura Facebook page.

Because Hispanics have unique cultural experiences in the U.S., Time Warner Cable will offer them the opportunity to create a movie of their personal journey through an innovative Facebook application. Users will be able to use photos, videos, music and custom design animations to document their own journey and share with friends and family back home.

Castells & Asociados Advertising, Time Warner Cable’s AOR, led and created all creative for the 2011 campaign, which were shot under the leadership of film Director, Jorge Colón, and Director of Photography, Frankie DeMarco. Edelman Multicultural is handling all consumer engagement via social/traditional media and signature events.

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