Tecate and Terra, announce the launch of a new interactive campaign targeting bicultural millennials 21 and older in the U.S. The “Are You Hombre Enough?” challenge is a 360-degree multiplatform effort, representing both entities’ largest custom English-language program launched to serve the U.S. Hispanic consumer.
By showcasing spontaneous interactions with bold tailgaters at key soccer and boxing matches through October 2013, the initiative reinforces Tecate’s brand positioning and leverages Terra’s expertise in reaching U.S. bicultural millennials 21 and older, who over-index in mobile device ownership and Internet usage.
“As our audience continues to evolve to include bicultural millennials, it was a priority to find a relevant avenue to connect with these adult men of carácter. With Terra’s support, we’re confident that this comprehensive interactive program will allow Tecate to reach them through channels that they are already using to express their masculinity and bold personality,” said Felix Palau, vice president of marketing for Tecate.
The “Are You Hombre Enough?” challenge, developed by Tecate’s media agency MediaVest 42 Degrees, a division of MediaVest Worldwide, Inc., includes digital content, offline and social media activations to drive consideration and increase awareness of Tecate amongst its target audience. To engage sports fans offline, the DEPORTadas, two sassy and bilingual journalists who cover sports with an entertaining and at times irreverent perspective, will travel to key events in Chicago, Dallas, Houston, Los Angeles and Las Vegas to challenge consumers to prove how hombre they are through various activities.
Photos and videos of these interactions will be featured on www.terra.com/tecate_challenge/ through October 2013, where consumers will be encouraged to vote for the participants who showcased the most hombre qualities. The participant with the most votes, as well as a randomly selected voter, will be eligible to win a trip to a major sporting event. Social media promotions, digital videos and online games will support the challenge throughout its duration.
“It has been a true collaborative effort working closely with MediaVest’s MV42 team on this custom English initiative for Tecate that reaches bicultural Hispanic millennials. Terra is proud to develop and produce innovative programs targeting Hispanics across screens through such joint efforts with brands and agencies,” said Liz Sarachek Blacker, Chief Revenue Officer of Terra in the U.S.
This summer, fans of Tecate on Facebook (www.Facebook.com/Tecate) will also be challenged to prove they are hombres through the “Are You Hombre Enough?” app developed for the brand by MSN, as part of a complementary ad plan. Every two weeks, consumers 21 and older will be challenged with questions they must answer as quickly as possible to demonstrate they are witty and bold enough to drink Tecate and Tecate Light. At the end of each challenge, they will receive their “Hombre Score” and have the opportunity to win up to $3,000 in cash, gift certificates as well as unlimited bragging rights.