Telemundo and GMC have teamed up to create a multiplatform, interactive media campaign to sell GMC's Sierra truck to the Hispanic Market. To do so, they have developed a Spanish-language reality series called "The Long Shot" that features soccer players who failed to make the first cut, but will get a second chance to impress the coach and viewers and win a spot on the team during the "Gol de Media Cancha" next month. The interactive campaign will involve grassroots, web, mobile and TV.
"On TV, "Long Shot" will be integrated into two Telemundo sports shows with weekly updates and interviews with the coach and contestants. One-minute units consisting of 30 seconds of web content and a 30-second GMC spot also will air on TV, along with 30-second teasers for the show. A custom site on Yahoo Telemundo will be GMC-branded, and the show will be promoted on mobile phones."
GMC isn't the only car marketerer developing online marketing for Hispanics. Ford is currently sponsoring a lifestyle site called "El Crossover," a website that focuses on Latinos who are influential in American culture, to market its Flex crossover vehicle.
Source: Adage
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