If you like Daddy Yankee — and we know you do — check out this awesome video!
On September 18, hundreds of excited fans lined up in the middle of Times Square to get into a private concert with the Big Boss, Daddy Yankee thanks to BudLight. After months of cross-promotional efforts that integrated radio, retail promotions and an aggressive digital and viral campaign, BudLight’s “Nueva York en Privado con Daddy Yankee” turned into a BIG hit for fans… but most important the brand made a BIG impression with the Latinos in Nueva York.
While spirits and beer companies are known for “throwing big celebrity parties” this event and campaign was a great example of 360° marketing cross-promotion. A well orchestrated marketing and promotional effort that involved the careful coordination of multiple agencies and experts, delivered a program that resonated with customers and retail partners alike. Including a partnership with local radio celebrity Luis Jimenez, complemented with text to win promotions with key retailers in the north-east and an online entry destination made the customer’s touch-points diverse yet complementary. One element that clearly marked the difference was the unique integration of digital and new media which generated thousands of posts, tweets, Facebook of excited people wanting to get tickets to this private event. The social media effort reached key influencers including local celebrities, media personalities and even die-hard fan clubs in the tri-state area. Digital elements included a microstie, Facebook entry tab and personal postings by Daddy Yankee himself (who has over 2.7 million friends on Facebook). However, the experience promises to live longer than the event itself.
The brand deployed a professional crew of producers, photographers and talent to cover the event exclusively and generate a “branded entertainment” experience producing video vignettes and exclusive backstage content. These materials will be made available via digital and social media, in places like BudLight Latino on Facebook; which will keep fans and followers excited, sharing and engaged.