Promo - June 2008 - (Page 15)

The Players themselves on an electronic tablet to receive a branded keychain or cooler, or tickets to a baseball game. Spanishspeaking State Farm agents then use that information to mine prospective clients. The first stop on the tour was the AT&T Fiesta Broadway in Los Angeles on April 27, which annually draws more than 500,000 Latinos. It was an early observance of Cinco de Mayo, a holiday that marks Mexico’s independence from Spain. At each stop in the tour, the “Jonrón” exhibit brings out a famous Latino ballplayer to greet fans and sign autographs. In Los Angeles, retired Dodgers slugger Pedro Guerrero, the 1981 World Series most valuable player, participated. At the Cinco de Mayo Celebrate Culture Festival in Denver on May 3, Colorado Rockies star Willie Taveras was on hand. When the tour hit the Carnaval San Francisco on May 24, Hall of Fame outfielder Orlando Cepeda was the featured beisbol star. Participating Hispanic baseball heroes are yet to be announced for upcoming stops at festivals in Tampa Bay, Baltimore, Miami, Philadelphia, Chicago, Atlanta, Dallas, Fort Worth, Houston and New York. The tour will hit two New York festivals and the All-Star Game festivities at Yankee Stadium on July 11 through July 15 before making its final stop in Washington at Fiesta D.C. on Sept. 28. On another sports front, State Farm is tapping into Latinos’ love of soccer by sponsoring the annual Inter-Liga, Super-Liga and CONCACAF tournaments that pit Mexican professional clubs against U.S. teams in various domestic stadium venues. That activation includes stadium signage and a pre-game presence with a virtual soccer experience that gives fans a chance to play goalie and stifle penalty shots. A face-painting promotion and giveaways are also part of State Farm’s soccer scene. In a musical vein, State Farm is sponsoring a series of concerts this year in a partnership with Live Nation in 22 venues for general market and Hispanic audiences. Dates, locations and performers are yet to be determined. “It’s something that’s more right now about driving intersections with the Hispanic market,” says Fisher. Meanwhile, State Farm has initiated a traditional electronic media intersection as well. It began running TV spots in Spanish on the Univision and Telemundo networks in P mid-March in a campaign that will continue indefinitely. l W For more articles on experiential marketing, go to http://promomagazine.com/eventmarketing/ Newsletter Web RSS Webinar Conference Podcast Promo / WWW.PROMOMAGAZINE.COM / June 2008 15 http://promomagazine.com/eventmarketing/ http://WWW.PROMOMAGAZINE.COM

Table of Contents Feed for the Digital Edition of Promo - June 2008

Promo - June 2008 Contents Editor's Note 51st State? Brand Weaver Hip Candy Viva Beisbol Hola or Adios? Commentary Agency of the Year: Digitas The 2008 Promo 100 Draftfcb Next Marketing Oddcast All Terrain Gigunda The Agency Center Resource Center Take a Stand Index of Advertisers

Promo - June 2008

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