As part of its renewed Hispanic marketing efforts under its new “Viva Hoy” platform, Pepsi is one key sponsor of an Alejandro Sanz concert to be live-streamed internationally on Dec. 6 by Terra Live Music.

The event will mark the first time that Pepsi’s U.S. Hispanic and Latin American marketing teams have worked together on a cross-border initiative, Javier Farfan, senior director of cultural branding for Pepsi, tells Marketing Daily. It also marks the first time that Pepsi as a whole has sponsored a live performance across borders.

Although the U.S. Hispanic and Latin American markets are Pepsi’s key targets for the sponsorship, the concert will be broadcast live in the 19 countries reached by the Terra digital media company’s entertainment, lifestyle, sports and news content, including Spain and other European countries, notes Terra’s U.S. CEO, Fernando Rodriguez. (In total, Terra says it reaches a monthly audience of 100 million.)

Like other Terra content, the HD concert will be offered in English, Spanish and/or Portugese, and viewable across multiple screens/devices, including PCs, tablets, smartphones, smart TVs and DOOH screens — and will offer viewers a variety of social and other channels through which to interact and share about the event.

The event, the first time an Alejandro Sanz concert has been live-streamed, is also being sponsored by American Family Insurance, Kia and T-Mobile. Bestselling Latin music artist Sanz is among the most influential Hispanic social media influencers, with some 7.7 million Twitter followers and nearly 2.4 million Facebook fans, currently.

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