Online Hispanic Trends

Public-Private Collaboration to Increase Latino Academic Achievement

Univision, the Department of Education and the Gates Foundation have recently teamed up on an exciting three-year, multi-platform national education initiative called "Es El Momento" (The Moment is Now) aimed at improving academic achievement of Hispanic K-12 students. The campaign is focused on improving the high school graduation rate, which is currently at 55 percent for the Hispanic population as compared to 69 percent for their non-Hispanics peers.

In addition to PSAs, TV and radio, the campaign is offering a comprehensive web presence and mobile resources, including questions and answers with the popular motivational radio personality Dr. Isabel, a school locator widget and weekly mobile text alerts with relevant educational tips. Visitors will also be able to find local resources through website feeds in the future. 

This is a terrific example of public private partnerships creatively coming together to address the pressing needs of the community. We should see more of this happening on a regular basis.

Check out the online presence here or by clicking the image below.

Source: Hispanicad.com

Telemundo's new Digital Media and Emerging Business division

Recognizing both the growing importance of the Hispanic market and the explosion of digital media, Telemundo is creating a new Digital Media and Emerging Businesses division that will focus on delivering programming and content around the world on websites and mobile phones. Users will be able to access more shows, watch their favorite novelas (soap operas), and even suggest alternative plots to Telemundo producers.

Jose Cancela, of Hispanic USA, a Miami-based consulting firm, points out that over time local TV stations will be less and less important and “how you get content before somebody's eyeballs is going to be changing in the next few years.”  He adds that Telemundo's strategy is smart because this is where the market is headed.'

Peter Blacker, the head of head of Telemundo's new Digital Media, said that Telemundo is “pushing the envelope . . . to use this new technology not just to distribute but to engage our audience.'

Read the full article in the Miami Herald.

Telemundo and GMC's multiplatform soccer reality series

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