Happy ‘Rico Cinco de Mayo’! Kroger.

According to an eMarketer report, only 2 of 10 corporations engage Hispanics in social media.

However, a recent article from Supermarket News reports that grocery giant Kroger Co. has noticed and is taking the lead in reaching Hispanics and non-Hispanics with a 100% bilingual program: “Rico Summer” a “Flavorful Summer”: http://www.ricosummer.com. The program is an integrated campaign that connects offline, in-store POS, demos, and media with online and social media platforms.

With the character “Rico Cinco” the site offers a viral online dancing game that allows users to upload their photo to characters, choose backgrounds and music to create a shareable eCard. What makes it unique? The game has branded integration. Sponsoring brands like Coca-Cola, Totino’s pizza rolls, Hellmann’s mayonnaise, Mission, Suavitel, Kool-Aid, Oscar Mayer and Ritz are featured as part of the scenes of the game, increasing their brand exposure to the user. The digital strategy is also enhanced with a Facebook page and a “Dance with Rico” Facebook application.

It is great to see Kroger leading with innovation and commitment to the Hispanic consumer; particularly online and in social media which is typically underserved. With over 20 million Hispanics online, growing 4 times faster, the Hispanic online market growth will continue to outpace general market growth. Congratulations Kroger for your commitment to the Hispanic consumer and multicultural agency partner XL for your innovation.