NGL Media has produced a Digital campaign featuring singing duo Chino & Nacho, in conjunction with Universal Music Latin Entertainment and Zubi Advertising, on behalf of Ford Motor Company
NGL Media’s unique ability to produce and mass distribute in-culture video content, dually leverages Chino & Nacho’s enormous popularity amongst Latino A18-24’s, a sweet spot for Ford’s compact vehicle, the Fiesta. In addition to organic integration within the ‘Bebe Bonita’ music video storyline, the campaign also touts an original webisodic series and a 30-second TV and pre-roll edit featuring the hit single.
The wildly popular Chino & Nacho have amassed over 130,000,000 views of their previous music videos, with individual videos surpassing the 20 and 30 million mark. ‘Bebe Bonita’ marks a milestone for Chino & Nacho, as it’s their first bilingual single featuring R&B hit-maker, Jay Sean, whose video views are also in the hundreds of millions.
“When Ford and Zubi gave us the opportunity to do something completely out of the box with the Ford Fiesta, we knew NGL Media’s in-culture video everywhere™ approach would come into play, as it’s all about engaging Latinos whenever and wherever they consume video content. Not only will there be engagement around Chino & Nacho’s music video, but also around the behind the scenes webisodes we’ll be mass-syndicating across our video network and the 30-second TV and pre-roll edit,” said David Chitel, CEO & Founder of NGL Media.
Chino & Nacho also tapped into the millions following them on Facebook and Twitter to create further engagement around Ford Fiesta’s Ready Pa’ Tu Mundo social media pages. In addition to messaging their fans about the Ford Fiesta shoot, Chino & Nacho did special promo videos to promote the “¿Qué Harías Por Un Fiesta? / What Would You Do For A Fiesta?” Facebook contest.
“This is a fun and unique partnership for Ford. Chino & Nacho’s ‘Bebe Bonita’ featuring Jay Sean is reflective of our bicultural market’s unique music tastes,” says Dave Rodriguez, Multicultural Marketing Communications Manager at Ford. “We’re very pleased to have an organic tie-in within the music video and Chino & Nacho’s efforts, since the Fiesta is a natural part of their fans’ world.”
“Zubi is always looking for different ways to connect with individual targets for our Clients,” says Joe Zubi, Chief Operating Officer for Zubi Advertising. “Ford Fiesta’s partnership with Chino & Nacho is a great example of how Latin music and celebrities can be a great conduit for sharing a brand’s personality. The Fiesta is young and vibrant which comes through in this partnership.”
“More and more brands are working hand-in-hand with Universal Music Latin Entertainment because we offer the broadest and most successful roster of artists in the industry and strategically match them with their marketing and positioning needs. Chino & Nacho have proven to be one of the most exciting and sought-after new faces in music with solid brand equity, thanks to their perfect blend of talent, positive image, uniqueness and credibility. This partnership with NGL Media has helped produce a groundbreaking ‘Bebe Bonita’ music video and digital campaign. We are thrilled to be part of it and hope to continue nurturing a long-term relationship between Chino & Nacho, NGL Media, Zubi and Ford,” said Luis Estrada, General Manager Universal Music Latino and Machete.
“This campaign with Ford Fiesta is a watershed moment for NGL Media, as we continue to build out our digital video distribution infrastructure and original branded content division led by our Chief Creative Officer, Ben DeJesus, to super-serve our core advertiser, content and publisher constituents,” said Chitel.