Filed Under: [ Hispanic News ] [ Press Releases ] [ California ]
Tags: DirecTV, ESPN Deportes, radio, Spanish-language
Knowledge is Power!
“ESPN Deportes, the leading Spanish- language multimedia sports brand supported by television, radio, online, print and wireless, brought its ESPN Deportes En Vivo! interactive consumer experience to The Cinco de Mayo Festival at Whittier Narrows, one of Los Angeles’ largest Cinco de Mayo community events on Sunday, May 6. The one-of- a-kind, virtual gaming center contained within the giant 130′ X 70′ stadium, engaged Los Angeles’ sports enthusiasts like never before making its third stop on a six-city tour to marquee Hispanic community festivals in 2007.
Jeep and DIRECTV sponsored the ESPN Deportes En Vivo! experience and provided their own consumer interactions. Festival goers were invited to visit the 130′ X 70′ “ESPN Deportes En Vivo! at Jeep Stadium” and participated in the action-packed virtual games. Some of the activities included the Jeep rock climbing wall and festival goers had a chance to check out the full-line of Jeep vehicles that were on display. In addition, each consumer that passed through the En Vivo! experience was automatically entered to win an all-new 2007 Jeep Patriot compact sports-utility vehicle (SUV). The winner of the Patriot will be announced at the end of the tour. DIRECTV also had a local retailer on-site that offered consumers a live demonstration of the DIRECTV system and the opportunity to sign up new DIRECTV customers.
“We are proud to bring ESPN Deportes En Vivo! to the great Cinco de Mayo Festival at Whittier Narrows,” said Juan Alfonso, senior director of marketing, ESPN Deportes. “Our goal is to raise the bar on sports experience for Latinos, and this is yet another example of our commitment to provide fans the opportunity to further interact with our brand. We thank our sponsors for sharing in our passion for elevating experiential marketing for Latinos and provide them with a true interactive brand experience.”
“Jeep is proud to continue to support the Hispanic community by associating with the ESPN Deportes En Vivo! tour, because this event fits the Jeep brand, ‘Go anywhere, Do anything’ attitude,” said Jay Kuhnie, Director, Jeep Brand Communications. “ESPN Deportes En Vivo! is a unique platform that provides the Jeep brand and our vehicles the opportunity to have a one-of-a- kind brand interaction with Hispanic consumers.”
“DIRECTV is excited to partner with one of our most popular Spanish- language programmers, ESPN Deportes, as a sponsor of its En Vivo! tour, ” John de Armas, vice president, WorldDirect, DIRECTV, Inc. “DIRECTV is committed to providing the ultimate programming choice and advanced technology for Spanish- language customers who are living in the United States and we hope ESPN Deportes En Vivo! will help to communicate to the Hispanic community that they do have a choice when it comes to their television provider and that choice is DIRECTV.”
Once inside the giant Jeep Stadium, ESPN Deportes En Vivo! fans were introduced to:
– ESPN Comfort Zone showcased ESPN Deportes’ programming through the use of numerous television monitors; while fans engage in sports trivia games via SMS/ text messaging with the chance to win multiple prizes. — ESPN Deportes En Vivo! Virtual Football Race gave guests the opportunity to outrun each other by stepping on foot controller pads in front of a virtual screen. Sensors will track their performance of running to the goal line. Points were awarded based on performance. — Virtual Soccer Screaming Race where participants screamed the word”GOAL” to advance their players across the field. The objective of the game was to scream the loudest and longest, while competing with other participants to the finish line and score a goal. — ESPN Deportes En Vivo! SportsCenter featured a replica SportsCenter desk, allowing fans to hear a play-by-play of their performance. About ESPN DEPORTES
ESPN Deportes is the leading multimedia, Spanish-language sports brand dedicated to providing the widest variety of sports to the U.S. Hispanic sports fan via television, online, print, radio and wireless. Sports media assets include ESPN Deportes television, which offers unparalleled Spanish- language sports programming, featuring more than 1400 live and/or original hours of sports programming presented annually; ESPN Deportes Radio, the only around-the-clock Spanish-language sports radio network in the U.S., and currently available in 10 of the top 25 U.S. Hispanic radio markets; ESPN Deportes La Revista, the first general sports Spanish-language magazine in the U.S.; ESPNdeportes.com, the #1 Spanish-language sports Web site among Spanish- preferred fans in the U.S.; and ESPN Deportes Wireless, the brand’s emerging business which offers Spanish-language sports content to fans to text message enabled phones.
About the JEEP(R) Brand
The Jeep brand has expanded to seven models in the 2007 model year, the most available to retail consumers at one time in the brand’s 66-year history. With the introduction of the all-new 2008 Jeep Liberty mid-size sport-utility vehicle (SUV), Jeep offers customers the freshest, most capable and widest range of sport-utility vehicles under one brand in the industry. At the start of 2004, the brand’s trio of tough, capable, rugged SUVs included the venerable Jeep Grand Cherokee, Jeep Liberty (Cherokee outside North America) and the icon of the brand, the Jeep Wrangler. In 2005, the Jeep Commander was introduced. In 2006, the redesigned Jeep Wrangler was unveiled. Also debuting in calendar year 2006 were three more all-new Jeep vehicles: Jeep Patriot, Jeep Compass and the four-door Jeep Wrangler Unlimited.
About DIRECTV, INC.
ESPN Deportes En Vivo! Live at Jeep Stadium 2007 tour Market Date Event Miami Sun. 3/11 Calle Ocho Festival 10 AM - 6 PM San Antonio Fri. - Sat. Fiesta San Antonio 4/27 - 4/28 10 AM - 6 PM Los Angeles Sat. 5/6 Cinco de Mayo 10 AM - 6 PM New York Sat. 6/16 116 Festival Street 10 AM - 6 PM Chicago Sun. 7/29 Fiestas del Sol 10 AM - 6 PM Dallas Sun. 9/16 Fiestas Patrias 10 AM - 6 PM”
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