Disney Parks and Buick are sponsoring blogger Manny Ruiz's 11,000-mile cross-country adventure, which will cover 18 states from Florida to Alaska in 37 days.
Disney is incorporating Ruiz's tales from the road into its "Let the Memories Begin" campaign. Buick has supplied the Buick Enclave that Ruiz and his family will use on their journey.
"Partnering with Papiblogger on this unique, cross-country family adventure, provides us with an opportunity to present the Enclave to a new, family oriented audience, being used in the manner for which it was designed," Buick Communications Manager Nick Richards tells Marketing Daily.
Ruiz will chronicle the trip day-by-day on his Web site, PapiBlogger. com, as well as on Facebook, Twitter and through entries that include video reports on YouTube and photos on Flickr. PapiBlogger.com includes ads from Buick.
"This is a case study that showcases what a brand like Disney is doing in the social media universe to reach out to parents and more specifically Hispanic parents," according to a spokesperson. Stories will also be featured in the new Walt Disney World/Latino Facebook page.
Along the journey, Ruiz will meet up with some of the nation's most influential bloggers, several of which he will spotlight on the blog.
The trip began July 11 at the Walt Disney World Resort in Florida. Ruiz and his wife are traveling with three children ages 11, 7 and 2. In addition to the Buick Enclave, the family will also board planes, trains and a Disney Cruise Line vacation to Alaska. The road trip, which can be followed through the Twitter hashtag #DisneyPapi, will conclude in Miami in mid-August.
Last year, Ruiz logged 12,000 miles with his family during a summer odyssey through 33 states, which he chronicled on his blog.
PapiBlogger.com is a bilingual forum for parents to share creative parenting ideas -- including vacationing. Ruiz is chairman of the leading Hispanic social media platform Hispanicize and the organizer of the Latino social media/blogger industry signature event Hispanicize 2012.