The National Council of la Raza (NCLR) selected Yahoo! en español to run the online promotion of their Annual Alma Awards ceremony in a move to better reach the US Hispanic and general market audiences. The Alma Awards were broadcast on June 1, 2002 at 8pm EDT on ABC with and expanded awards category and an All-Star lineup of Latino stars.
As part of the agreement between the NCLR and Yahoo! en español, a marketing program was run throughout Yahoo! en Español and on Yahoo! from May 18 - June 1, 2002. Interested users were connected to the official website of the awards. Additionally, special Yahoo! Greetings were created featuring images of several of the stars from last year's Awards ceremony, enabling enthusiasts to send electronic postcards of their favorite Alma Awards' personality to friends and family.
"We were pleased to run a comprehensive marketing program for the biggest annual Hispanic awards event in the US," stated Jorge Consuegra, general manager for Yahoo! en español. " This is part of our continuing strategy to reach the Hispanic audience across the Yahoo! network, regardless of what language they prefer."
As part of the agreement, Yahoo! en español debuted its Spanish-language FIFA World Cup ad, dubbed "Critters," during the broadcast of the ceremony.
Consumers were urged to log on to espanol.yahoo.com to send greetings and catch up on all of the latest news from the Alma Awards 2002.