Ford has spent the last few months promoting the 2012 Focus sedan both through a global campaign, and via U.S.-specific campaigns in the African-American media, and the Hispanic market. The latter, "Te Da Mas" (it gives you more), is getting special attention through a cross-property deal with Univision.
The effort, via Miami-based Zubi Advertising, brings in three Univision on-air personalities from different shows to help promote an online sweepstakes offering three winners a chance to have "day in the life" media adventures with the three personalities, and one grand prize winner to have a new 2012 Focus.
The three semifinalist contestants, chosen from Web submissions, get to have a sports, entertainment or empowerment adventure with personalities from Univision's Sports, Entertainment and News divisions. Videos they make of their experiences will be submitted to Ford, which decides which of the three deserve a new 2012 Ford Focus.
Dave Rodriguez, multicultural marketing manager, Ford Motor Company, tells Marketing Daily that this is the biggest cross-property program Ford has done with Univision. "We have worked with them extensively within the confines of the Univision show "Sábado Gigante," but this cross-platform program is new for us. And then probably the element that really gives it additional topspin is the involvement of the three talents, making them part of the idea."
The entertainment experience puts one of the chosen three contestants and a companion with Carlos Calderon, host of "Arrasa con Todo con Kmart," at a VIP Univision summer concert featuring Mexican band Reik. The sports category winner gets access to a major soccer event accompanied by Felix Fernandez, the co-host of "República Deportiva."
The empowerment experience puts a winner and companion for a day with Univision personality Jackie Guerrido, with the opportunity to meet well-known journalists from the network. Ford has been supporting the "Te Da Más" campaign with advertising and will promote the sweepstakes as well on Univision's television, radio and web platforms.
Guerrido kicked off the program on Monday on the set of her "Despierta América" ("Wake-Up America"), where she showed the car. Calderon will make special live appearances on "Sábado Gigante" ("Giant Saturday") from a Ford-branded lounge to encourage viewers to participate in "Te Da Más." The effort includes branded, live mentions touting the sweeps each Sunday on "República Deportiva," on the Univision Network, and on TeleFutura's "Escándalo TV" ("ShowBiz TV").
Calderon, Guerrido and Fernandez will appear on "Sábado Gigante" on a Ford-branded set with host Don Francisco to award an all-new 2012 Ford Focus to the grand prize winner with the best user-generated video.
Rodriguez points out that the "Te Da Mas" Focus ad campaign started mid-April, "So we are really only 45 days into it; the campaign is still in its early days. Our goal was to launch the campaign, then bring a promotional message into it." He explains that the promotional TV elements were developed by both Zubi and Univision. "It's really a joint effort."
The larger media buy for "Te Da Mas" includes a broad range of Hispanic media including Telemundo, Fox Deportes, and a range of other TV and digital properties.
A big Hispanic media commitment is a critical element of the larger Focus push, according to Rodriguez. "Focus is part of the C segment, and that's the leading volume segment with Hispanics. We perform well in that category of vehicles, but we can always do better. And it's really one of those areas where if you want to be big player you need to be aggressive."