ENGAGING WITH MULTI-GENERATIONAL LATINOS

ENGAGING WITH
MULTI-GENERATIONAL LATINOS
PRESENTED BY
FABIAN CASTRO
VP, MULTICULTURAL MARKETING
2
Hispanics: An Essential Moviegoing Segment
Population
67%
Moviegoers
15%
64%
Tickets Sold
18%
58%
0%
20%
Caucasian
Hispanic
African American
Other
SOURCE: NIELSEN AMERICAN MOVIEGOING 2012
25%
40%
60%
12% 6%
12% 6%
11% 5%
80%
100%
Hispanics
represent a higher
percentage of
moviegoers and
ticket sales
compared to their
% size of the
population
3
Hispanics Go to the Movies Often
84% of Hispanics attended at least one movie a year
Incidence
72%
69%
Total
Caucasian
84%
Hispanic
73%
76%
African-American
Asian/Other
On average, moviegoing Hispanics see nearly 9.5 movies in a
theater annually
12-Month Moviegoing
7.3
6.6
Total
Caucasian
SOURCE: NIELSEN AMERICAN MOVIEGOING 2012
9.5
Hispanic
7
African-American
8.3
Asian/Other
4
Hispanics Go to the Movies as a Group
While language differences often
exist among Hispanic families, the
ability to participate in an activity
as a family unit supersedes
individual language preference.
86% of Hispanics say going to the
theater is important so I can
spend time with family and friends
Hispanic parents attend two to
three more movies without their
children than non-Hispanics.
SOURCE: NIELSEN AMERICAN MOVIEGOING 2012
5
Hispanics: It’s Not Just One Age Group
Hispanics of all ages and acculturation see more movies in
theaters annually compared to non-Hispanics.
11
10.1
8.7
9.8
8.3
7
6.1
6.8
6
5.6
Non-Hispanic
Hispanic
12 to 17
18 to 24
SOURCE: NIELSEN AMERICAN MOVIEGOING 2012
25 to 34
35 to 44
45+
6
Hispanic-Specific Opportunities
Spanish-Dominant / Bicultural
Hispanics:
• Attend more movies annually
than those that only watch
English-language TV
• Are more likely to search for
information and watch
trailers online, especially via
mobile web
• Are much more engaged in
discussing movies on social
networks
SOURCE: NIELSEN AMERICAN MOVIEGOING 2012
7
Universal’s
Culturally Relevant
Approach
8
About
The
Purge
Mama
2
Guns
Oblivion
SOURCE: BOX OFFICE MOJO 10/10/13
Identity ThiefMe 2
Despicable
$1.2 Billion
Domestic
Gross
in YTD 2013
Fast
& Furious 6
Riddick
9
Formula for Marketing Success with Latinos
Key is to develop tactics that will be culturally relevant
CREATIVE/MEDIA
PUBLICITY
DIGITAL
Latino Passion Points allow for multigenerational yet targeted outreach
10
Movie Marketing Challenges
Hollywood mainstream films are unlike any other marketable good:
Product
Every film is its
own stand
alone
product
Time
Limited window
to create
awareness and
develop interest
Audience
Mass audience is
fragmented – a
challenge to
wrangle
11
Culture is the new language
Highlights from the following Universal US Hispanic campaigns as case studies:
JANUARY 2013
MAY 2013
JULY 2013
12
CREATIVE/MEDIA
PUBLICITY
DIGITAL
Taking our creative approach steps further than translation
Title Adaptation
13
CREATIVE/MEDIA
PUBLICITY
DIGITAL
Taking our creative approach steps further than translation
Latino Music in Commercials
14
CREATIVE/MEDIA
PUBLICITY
DIGITAL
Media Integration
Developing out-of-the-box extended placements in pop-culture influences
areas of Hispanic media
3.3 MM Viewers
Season Finale of
Univision’s Nuestra Belleza Latina
SOURCE: UNIVISION PRESS RELEASE 5/20/13
#3 Network
Overall for the
night among
adults 18-34
beating CBS and
NBC
15
CREATIVE/MEDIA
Online
AOL MOVIEFONE
AOL POPEATER
DEADLINE HOLLYWOOD
ENTERTAINMENT TONIGHT
E! NEWS NOW
EW.COM
HUFFINGTON POST
NEW YORK MAG / VULTURE
NEW YORK TIMES
PEREZ HILTON
SLATE
TMZ.COM
TVGUIDE.COM
US MAGAZINE.COM
WASHINGTON POST
PUBLICITY
TV
ABC WORLD NEWS NOW
ACCESS HOLLYWOOD LIVE
ANDERSON COOPER 360
E! NEWS
EXTRA
FOX AND FRIENDS
GOOD DAY LA
GOOD MORNING AMERICA
THE INSIDER
KTLA MORNING NEWS
MORNING JOE
ON THE RECORD (FOX NEWS)
THE O’REILLY FACTOR
SHOWBIZ TONIGHT
THE TODAY SHOW
TMZ
VH1 MORNING BUZZ LIVE
DIGITAL
Hollywood
superstars in
environs only
familiar to
Hispanic
audiences.
16
CREATIVE/MEDIA
PREMIOS BILLBOARD 2013 –
MAIN SHOW + BACKSTAGE
PUBLICITY
DIGITAL
TELEMUNDO & mun2 AT LONDON JUNKET
mun2 30 MIN SPECIAL WITH EXCLUSIVE INTERVIEWS/ACCESS
CREATIVE/MEDIA
PUBLICITY
DIGITAL
Leveraging affinity towards Hispanic talent
18
CREATIVE/MEDIA
PUBLICITY
DIGITAL
Massive content launches
UNIVISION HOMEPAGE
UNIVISION CINE
UNIVISION ENTRETENIMIENTO
MAMA
was the first time a
studio has
debuted a
worldwide trailer
with a US Hispanic
outlet FIRST, before
the rest of the UVIDEOS HOMEPAGE
world
Univision
Interactive’s
widest
movie trailer
debut
19
CREATIVE/MEDIA
PUBLICITY
DIGITAL
Social
134k
targeted
Latino
followers on
Facebook
46,000,000
video views
on
dedicated
YouTube
channel
20
CREATIVE/MEDIA
PUBLICITY
DIGITAL
Omnipresence with Roadblocks
UNIVISION.COM HOMEPAGE
PANDORA
MUN2.TV
FANDANGO CINE
MILLENNIAL TABLET
HULU
21
CREATIVE/MEDIA
PUBLICITY
DIGITAL
Ticketing
22
Success Stories
$120MM opening for 4-day Memorial Day
Biggest opening weekend in Universal history
32% Hispanic.
$32MM opening for 4-day MLK 2013 wknd
46% Hispanic.
$72MM domestic total
$143MM opening for 5-day July 4th wknd
27% Hispanic.
$872MM Worldwide.
Universal’s most profitable movie ever.
SOURCE: BOX OFFICE MOJO; UNIVERSAL EXIT POLLS
23
Takeaways that Apply to All Brands
CULTURAL RELEVANCE
IN MESSAGING IS KEY
DEVELOP BRAND
INTEGRATIONS IN
UNEXPECTED PLACES
CREATE OMNIPRESENCE
VIA CUSTOM OUTREACH
ACROSS A VARIETY OF
MEDIA
SOCIAL MEDIA
ENCOURAGES
ENGAGEMENT AND
BRAND ADVOCACY
24
25