Cablefax The Magazine - September 2014 - 41

DIVERSE EXCELLENCE
NETWORK/INDUSTRY
SUPPLIER
CASE STUDIES /
CAMPAIGNS
ALLSTATE - MALA SUERTE
- NBCUNIVERSAL HISPANIC
ENTERPRISES & CONTENT
Leveraging Hispanics' cultural belief that
problems usually stem from fate or destiny,
Allstate's clever series of commercials
introduced a character called " Mala Suerte "
(ie, Bad Luck) for Hispanics, 25-49.
DREAM JOB - EL REPORTERO -
ESPN DEPORTES
In Nov 2013, ESPN Deportes held an
aspiring reporter competition to fi nd on-air
talent for World Cup coverage from Brazil,
culminating with a day-long casting event
at L.A. Live in downtown Los Angeles.
More than 100 fans tried out, with 4 eventually
securing the coveted spots.
SECOND PLACE
TARGET - #ASIFESTEJOYO
- NBCUNIVERSAL HISPANIC
ENTERPRISES & CONTENT
THIRD PLACE
CARIBBEAN WORLD SERIES - ESPN
DEPORTES
ALL OTHER MEDIA
HBO GAME OF THRONES MIXTAPE
- HBO
HBO's effort to get new African-American
and Hispanic viewers to binge
watch Game of Thrones Seasons 1-3 on
HBO GO (and therefore entice them to
tune into the Season 4 premiere) went
viral and ended up expanding the hit
show's reach among these important
demographics.
SECOND PLACE
XFINITY - COMCAST
THIRD PLACE
HBO LATINO SANTANA
PHILANTHROPIC EVENT - HBO
DIGITAL
UNIVISION CONTIGO - UNIVISION
COMMUNICATIONS
Univision tasked agency Ready Set
Rocket with launching its corporate
social responsibility program, branding
the net's public service efforts under a
single identity called Univision Contigo.
HBO LATINO SANTANA DIGITAL
CAMPAIGN - HBO
Placing digital paid media to target the
Latino consumer via highly visible outlets,
HBO Latino premiered Carlos Santana's
" Live It to Believe It " concert, touting his
return to Mexico and highlighting leading
U.S. and Latin American stars.
SECOND PLACE
LIVE LIKE A STAR SWEEPSTAKES -
NUVOTV
DW (AMERIKA) VERIZON FIOS GWP
CAMPAIGN - INTERNATIONAL MEDIA
DISTRIBUTION
THIRD PLACE
ANTENNA ONLINE MARKETING,
DECEMBER 2013 - INTERNATIONAL
MEDIA DISTRIBUTION
MYX TV I'M ASIAN AMERICAN
AND... - INTERNATIONAL MEDIA
DISTRIBUTION
DIRECT MAIL
DIWALI SUPER JUMBO MAILER
- INTERNATIONAL MEDIA
DISTRIBUTION
IMD leveraged Diwali, an ancient Hindu
festival celebrated in autumn each
year, to position affi liates in a culturally
relevant way to Indian consumers
and capitalize on the popularity of the
blockbuster series Mahabharat. Using
well-received postcards, the campaign
drove subscribers to STAR India PLUS
and its family of networks.
DIVERSITY AWARENESS
HBO BOARDWALK EMPIRE EVENT
ACTIVATION - HBO
HBO increased ratings, generated viral
excitement, and created engagement
for " Boardwalk Empire " with a comprehensive
African-American targeted
campaign for the Season 4 premiere.
Cablefax: The Magazine
September 2014
cablefaxmag.com
41

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Cablefax The Magazine - September 2014

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