Hispanics at NBCU & Sate Farm create first partnership.

Hispanics at NBCU announced its first deal, a partnership with State Farm that includes multi-platform custom-designed content, capitalizing on NBCUniversal’s unparalleled ability in the industry to bilingually access 93% of the Hispanic audience across its vast portfolio of both English and Spanish language properties.  
 
The campaign centers around the ALMA Awards, the premier awards show honoring Latinos in entertainment, airing September 16 on the NBC Television network during Hispanic Heritage month. On-air spots will run during the NBC broadcast, as well as during mun2’s rebroadcast of the awards show. The campaign will also include online ads in both Spanish and English on Telemundo.com, tune-ins on Style, and branded interstitials congratulating ALMA winners on E! In addition, in the weeks leading up to and following the ALMA’s, sponsored segments will run during Telemundo’s morning show, “Levantate,” where the  “Levantate” hosts will present profiles of the ALMA nominees and discuss award show highlights. Rounding out the campaign will be State Farm-branded short form content featuring profiles of nominees and winners running throughout Telemundo’s programming during September. 
 
To augment the deal, Hispanics at NBCU will tap its extensive research capabilities to measure the success of this first-time partnership. 
 
“According to the Census, 12% of the US population speaks Spanish, and more than half of that group speaks English proficiently,” said Jacqueline Hernandez, head of Hispanics at NBCU and COO of Telemundo. “State Farm clearly recognizes that the key to effectively reaching consumers in the rapidly growing and influential Hispanic marketplace is to target both English and Spanish media. We are excited to partner with them to create our premier customized campaign, which is specifically tailored to resonate with one of their key audiences.”
 
Tim Van Hoof, Advertising Director at State Farm added, “While our campaigns have long focused on the Hispanic community, we have never before had a portal like Hispanics at NBCU that provides easy multi-platform reach to the entire spectrum of Hispanic consumers. Working with Hispanics at NBCU allows us to get the right idea to the appropriate audience. This is especially important to our efforts in communicating how State Farm can uniquely provide solutions and value through our new “Get To a Better State” campaign. The messaging is truly cross-cultural, building in cues like casting, music, situations, and language – a bilingual family, for example – to nuance and gear the delivery towards more- and less-acculturated Hispanics.” 
 
Hispanics at NBCU was launched in the spring of 2011 and follows in the footsteps of NBCUniversal’s existing suite of successful Integrated Marketing initiatives, including Women at NBCU, Green is Universal, and Healthy at NBCU.