Activation with Maná + LA Dodgers + Hispanic Scholarship Fund
Authentic Mexican heritage is a key attribute consumers look for when selecting a Mexican import. After the successful launch of Montejo, a Mexican import from Grupo Modelo, the next step in the expansion process, and to win in the summertime, was to show consumers what it means to be 100% authentically Mexican by establishing Montejo as an authentic beer from Mexico and associating it with two key passion point of our consumers—Music and baseball. And what better way to do that than to partner with one of the most iconic Mexican rock bands of all time, Maná, and one of the baseball teams with the most Hispanic fans with Mexican descent, the LA Dodgers.
Anheuser-Busch InBev (ABI) has a very strong relationship with the Dodgers so it made for a great opportunity to further amplify the program in a key market and increase sales at Montejo's largest account, the Dodgers Stadium. So, for the game that fell on Mexican Independence Day (September 16) Maná was set to throw the first pitch.
Additionally, ABI has long been a partner of the Hispanic Scholarship Fund (HSF), and this was also a great opportunity to show the company's continuing support in its 40th anniversary and to highlight successful scholarship recipients.
Challenge in a nutshell:
Consumers at the time were relatively unaware of Montejo (30% awareness), but consumers who were aware preferred Montejo to Modelo Especial (92% preference rate). Consumer preference was driven by our successful creative and superior liquid.
Phase 1: Generate positive brand affinity and recall with the TV spots and other advertising, as well as get entries to the sweepstakes
Phase 2: Activation and content generation from three events: band tour, Dodgers game and Maná private concert in collaboration with the LA Dodgers, local distributors, Hispanic Scholarship Fund and the Mexican Consulate in LA.
OBJECTIVE in a nutshell (Think/feel/do):
Think: Montejo creates great experiences with Maná
Feel: I feel intrigued to learn more about Montejo because of the great private concert experience it created with Maná
Do: Try Montejo as an alternative to other Mexican beers
- Worked closely with the experiential agency and the client to produce and deliver the assets needed for the tour and amplification of the partnership with the target audience, including TV, online video, print, OOH, social and POS
- POC for the Hispanic Scholarship Fund's multiple contacts as well as LA Dodgers
- Worked closely with client, LA Dodgers and HSF recipients them on logistics for the video shoot and overall activation
- Coordinated LA market visit with local wholesaler and Brand Activation Managers
Execution in a nutshell:
Throughout the month-long tour across 14 cities, we promoted the partnership to build awareness of the brand and its affinity with Maná, as well as a sweepstakes for fans to have a chance to win a trip to LA to attend a Maná private concert. We also captured content to share on social media. The activation team also sampled Montejo at the venues, offering beer and micheladas to concertgoers.
While the tour was taking place, we were working closely with the Dodgers and HSF, as well as Maná's camp for the Mexican Independence Day activation that was to take place in LA, which included a video of "hero" HSF recipients that played before Maná's first pitch at the Dodgers game, as well as a private concert at the Mayan theater in downtown LA, complete with a meet & greet and a big check donation of $250,000 to HSF.
While I do not have access to the final results, the campaign achieved its objective. Distributors were excited about the program and selling en masse. During the same period, we also promoted that Montejo was also available on draught, which was a great opportunity to sell the beer and its iconic glassware to key accounts. The tour alone generated over 22 million impressions and 509K engagements on Social in June and July. Tour recap video below.