Kingsford and ESPN Deportes score a Goal.

ESPN Deportes and Kingsford charcoal will introduce “Kingsford en tu…,” a multiplatform campaign that places America’s favorite charcoal wherever soccer fans are. The program will engage soccer fans with trivia questions and include a revitalization of one the most-used soccer spaces in Los Angeles, providing a place for people to gather together and grill after the game.

“Kingsford en tu…” campaign leverages ESPN Deportes’ multimedia platforms to place Kingsford in the center of wherever the soccer fans are, including:

Television: Through June 2010, Juego Cruzado popular personality, Carolina Guillén will host a “Can You Take the Heat?” segment testing sports’ fans soccer knowledge from different sporting events around the country. The ESPN Deportes debate program, which is modeled after “Around the Horn” on ESPN, will reward fans that showcase their soccer stats with Kingsford gear.  

Mobile: The “Kingsford en tu…Móvil” concept will come to life via a “Hot Box” segment, which will give fans the opportunity to answer trivia questions raised on Juego Cruzado.”

Radio: “Kingsford en tu…Radio” integration will be anchored by daily trivia questions on the radio network’s national talk shows Jorge Ramos y su Banda and Raza Deportiva.

In addition, as part of their continued commitment to the Hispanic community, Kingsford charcoal, ESPN Deportes and Team ESPN joined forces with the City of Los Angeles’ Department of Parks and Recreation on the refurbishment of Hoover Recreation Center, considered one of the sports staples in the community of East Los Angeles. Under the banner of “Kingsford en tu…comunidad,” Kingsford charcoal and Team ESPN volunteers participated in the refurbishment of the Hoover Recreation Center on Thursday, May 13, 2010, installing new grilling stations and a new playground fence. The teams also painted and planted around the park’s playing fields. To recognize the refurbishment of Hoover Recreation Center, ESPN Deportes, Kingsford charcoal and the City of Los Angeles’ Department of Parks and Recreation will invite the public to attend the ceremonial re-opening which will be anchored by a live onsite production of ESPN Deportes’ Juego Cruzado Saturday, May 15, 2010.

“Parks are an extension of the backyard — a great place to come together with family and friends, to hang out, to play soccer, and, to get out and grill,” said Kingsford marketing manager, Nick Meyer. “Unfortunately, these days, even as attendance at parks has grown, many are suffering budget cuts, which is why Kingsford is helping to clean up and refurbish Hoover Park.”

“We are thrilled to once again partner with Kingsford,” said John Fitzgerald, vice president, multimedia sales, ESPN Deportes, ESPN Audio.  “This campaign is a great example of how we can use our engagement with sports fans across multiple platforms to create a unique experience for sponsors, while giving back to the community.”

Clorox media agency, OMD, negotiated the multi-facetted deal between Kingsford charcoal and ESPN Deportes. OMD’s managing director of national broadcast investment Chris Geraci said, “The name of the game is engagement, and this partnership with ESPN allows Kingsford to go engage with their customers in what is ultimately the most relevant and meaningful context – their community.”“