Latin GRAMMY in Action: How Brands are involved in the Hottest Week of Latin Music [INSIGHT]

By Lili Gil Valletta, Cofounder XL Alliance, Business & Politics Media Contributor

As the most anticipated week in Latin music unfolds, the city of Las Vegas fills up with celebrities, international media crews and hundreds of marketers from around the country who gather for the 14th edition of the Latin GRAMMY Awards.

Note I mentioned ‘marketers,’ as part of the distinguished group of award show attendees. Certainly, behind every great entertainment platform, there are millions of dollars in advertising and sponsors that follow, and the Latin GRAMMYs presents the most premier platform to do so.

Who wouldn’t want to get closer to the 10 million viewers the show reached? The Latin GRAMMY Awards on Univision attracted more Hispanic viewers in the demographic groups of Total Viewers 2+ and Adults 18-49 than the combined audience of the latest editions of the “American Music Awards,” “Billboard Music Awards,” “Primetime Emmy Awards” and “MTV Video Music Awards.” In fact, this award show positioned Univision as the No. 2 broadcast network for the entire night among Adults 18-34, beating ABC, CBS, NBC and the CW; according o a Univision press release.

This is why a wide array of brands make the hottest week in Latin music and ideal opportunity to amplify their marketing and advertising efforts and reach the hearts of Latinos through their passion for music.

 

 

Here is a rundown of which brands are getting involved during the hottest week in Latin music:

1-     The Long-Standing Partners: For the past twelve years Heineken has been a long standing partner to Latin GRAMMY. Beyond turning the red carpet green, this year the brand brings a new state-of-the-art consumer experience at the Heineken House   hosted at the Mandalay Bay. Also returning this year, McDonald’s, 7UP and Walmart, join in the celebration as presenting sponsors to The Latin GRAMMY Street Parties, which are free weekend concerts from coast to coast leading to Latin GRAMMY week. This brings to life their activation in-market allowing for an experiential platform that culminates with the award show.

This year Gucci Timepieces & Jewelry returns to support this year’s awards show and is the presenting sponsor of the 2013 Latin Recording Academy Person of the Year tribute gala honoring Miguel Bosé.
 
2-      Year Two and Expanding: Returning for the second year as the official cosmetics sponsor of the Latin GRAMMY Awards. The L’Oréal Paris division of L’Oréal USA Inc. L’Oréal Paris is highlighting their luxurious cosmetics products by providing touch-up stations backstage at the 14th Annual Latin GRAMMYs for all participating talent. Guests of The Latin Recording Academy Person of The Year tribute gala and official Latin GRAMMY After-Party will receive some of the latest L’Oréal Paris products in their gift bags. Additionally, this year’s presenters and performers will also enjoy the products as part of the Latin GRAMMY Gift Lounge experience. The brand has certainly turned the most glamorous weeks in Latin music into a platform for mass awareness, new product trial and celebrity exposure all in one.
 
3-     The New Comers Making a Splash: Big new brands making a debut include first-time presenting sponsors Chrysler brand, CÎROC® Ultra Premium Vodka. CIROC is heating up the party with a plan that expands into the Latin American region. This summer, CÎROC was a key partner in the Latin GRAMMY Acoustic Sessions international series, supporting events in Bogotá, Colombia, and Mexico City, which featured Latin GRAMMY-winning artists Concha Buika, Natalia Lafourcade, Carlos Vives, Alejandro Sanz, and Jesse & Joy. During Latin GRAMMY week, CÎROC will feature cocktails derived from the mixology talents of the Bartender of the Year winner, giving Latin music fans a taste of the “joie de vivre” that CÎROC represents. CÎROC is also hosting a luxury bar at The Latin Recording Academy Person of the Year tribute gala honoring Miguel Bosé and will host the VIP Celebrity Lounge at the official Latin GRAMMY After-Party.
 
4-      The Creative and Innovative: Post Foods’ Honey Bunches of Oats is joining in the celebrations for the first time. The brand is getting the party started backstage with an interactive gifting station. Bunches of Oats ® is surprising presenters and performers at the 14th Annual Latin GRAMMY Awards ® Gifting Lounge with a Limited Edition cereal box designed by Cuban-American artist David LeBatard , a.k.a. LEBO.  The custom designed box debuts the brand’s inspirational music anthem “Smile While You Shake It,”  featuring Latin duo Domino Saints, using augmented reality technology on a screen. A poster-sized version of the design will be autographed by visiting celebrities and donated to The Latin Recording Academy ® in support of the Latin GRAMMY in the Schools education program.

Inspired by the ideas and activations of other brands? Latin GRAMMY week and its ancillary events offer the perfect platform for brands to better connect with the hearts and minds of America’s fastest growing consumer segment. While the exclusive ‘presenting sponsor’ spot is reserved to a selected few, the event’s ancillary activities like Latin GRAMMY in the Streets, Latin GRAMMY in the Schools, Person of the Year Gala and Gifting Lounge each represent one or many platforms for brands to get the breadth or depth they may need to support their goals. Whether you can afford $20,000 or $2 million, there is a place for more brands to play!

Next year will be even bigger as the Latin GRAMMY celebrates its ‘quinceañera’ and the host city is yet to be selected. Hopefully you are inspired to join in the celebrations!

Lili Gil Valletta is an award-winning entrepreneur, media contributor and cofounder of XL Alliance, a multicultural cross-channel marketing firm. You can follow Lili on twitter @liligil  and visit her channel at Youtube.com/liligil . For more insights and trends about Hispanic marketing please subscribe to HispanicAd.com.
 
 
Liliana Gil Valletta
Cofounder & Managing Partner | Cultural IntelligenceTM
 
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