OPPORTUNITY
Hispanic Heritage Month (HHM) celebrates Latin American heritage, culture and contributions to the United States from September 15 to October 15 each year. SJPR’s insights, saw an opportunity for to culturally engage its 12 key Hispanic markets in a memorable and long lasting way.
Our research showed that compared to the overall market, Hispanics, especially over-index on cell phone uses across talk and applications, yet they are typically less satisfied with their wireless provider and “more likely to switch. HHM was an opportunity to give back to customers and build brand loyalty.
With a large clutter of companies nationwide celebrating HHM through special events and publicized donations, we knew we needed a completely different media relations approach to make our client stand out.
STRATEGY
SJPR worked with our client’s internal teams and developed Music and Screen personalized downloads to celebrate our HHM links to all Latin American cultures.
In effect we created a first in the industry, free Hispanic Heritage Month Downloads, transforming cell phones into an unexpected, high-tech way to celebrate heritage and a robust Social Media Campaign to promote it.
- We offered national flag wallpapers (the backdrop on cell phone screens)
- Emblematic ringtones were free for customers to download directly through their phones
RESULTS
6,541 total downloads within 3 weeks
600,000+ impressions via editorial coverage
Record number of new subscribers across 12 states
The PCC 2009 Silver Trumpet Awards– the most prestigious awards program in the Midwest honoring distinguished individual achievement of public relations and communications.
