Last week Wendy's launched their "Freshest way to experience the Copa America", an integrated promotion targeted to the Hispanic blue collar male. Futbol (or soccer as it is also referred as) is the most popularly played and viewed sport in the world and plays a unique and powerful role in the lives of Hispanics. They follow the sport religiously and have a strong sense of pride in victorious matches.
Wendy's is the official restaurant of the 2007 Copa America tournament and to leverage their sponsorship they have developed an instant win game that will run in key Wendy's Hispanic markets from May 21st to June 23rd. Three lucky grand prize winners will receive the opportunity to experience the Copa America 
Tournament final match in Maracaibo, Venezuela. Customers receive a game piece at participating Wendy's
when they purchase a #2 Combo meal to see if they are an instant winner.
If not, they can then go online to the Wendy's micro site
to enter the 2nd Chance Drawing for any unclaimed prizes. Secondary
prizes include home theater packages, official Copa America soccer
balls and jerseys as well as Wendy's gift cards.
My company, DDC Marketing Group, worked with 
The Vidal Partnership, Wendy's diversity marketing ad agency to administer the instant win game and sweepstakes and also to create and host the promotional micro site. The Vidal Partnership developed with Wendy's the promotion and all the support materials that included a POS activation kit with in store communications such as trayliners, window signs, posters, pickup window signs, decals, and danglers. All the signage was produced in both Spanish and English. They also created a promotional radio spot and a TV spot that will run on Univision during the Copa America finals.
The Vidal Partnership was recognized at the beginning of the year by Ad Age as one of the top ten agencies in the country and placed them on their "A-List" of agencies. They are the only multicultural agency on that list. They work with other brands on their hispanic marketing programs including Henikein USA and Coca-Cola. A key finding from the 2006 Hispanic Omnitel Retail Survey showed that about half of the respondents cited that Spanish language signage was "very important". The purchasing power of the Hispanic market continues to grow and it is estimated that by 2010 it will be $1.2 trillion plus. Investments by major brands in Hispanic marketing, advertising, promotion, media and related segments are getting stronger and stronger.
Part of the Wendy's program also includes Copita America, the official youth and amateur grassroots tournament open to boys, girls men and women of all ages and levels. This year Copita America USA is taking place throughout June in eight US markets: Fresno, Chicago, Los Angeles, New York, Miami, Phoenix, Dallas and Houston. Wendy's is planning sampling opportunities at these events by utilizing street teams outfitted in "Wendy's Team" soccer uniforms to distribute Wendy's gift cards.
Unilever this week launched ViveMejor, a major Hispanic marketing platform created for brands ranging from Dove and Suave to Hellmann’s and Ragu.This is the first time Unilever has brought all of its food and personal-care brands together in a single umbrella program aimed at Hispanic consumers. A bilingual web site that includes recipes, beauty tips, and a “Share your Secrets” section where women "can share with Latinos like you". There are several sweepstakes offered as well. Soup mix Knorr if offering a chance to win dinner for nine, prepared in the winner’s home by a Knorr chef. There’s also a multi-brand cooking contest, Desafio del Sabor, with a top prize of $25,000. Plus a Dove sweepstakes with a grand-prize that includes a visit at home and lunch with stylist Leonardo Rocco, a makeover, and a basket of Dove products.
So, you need to ask if your brand is keeping up with this growing market and if you should be paying more attention to it.
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