Jeans king looks to bring multicultural marketing to young Hispanics
August 27th, 2010I guess Levi’s has been reading our blog. Or maybe they’ve just been following the jaw-dropping growth of the U.S. Hispanic population. Either way, the familiar brand recently decided to make its greatest effort to date to reach this audience with an ambitious social media-supported push.
The project, which is being pursued in partnership with the Discovery Channel en Español and is part of the company’s larger Go Forth campaign, is a TV show that will document the experiences of five young U.S. Hispanics as they travel from Alaska to Argentina on the Pan-American Highway.
The 10-week program, “Norte a Sur: Una Ruta, 5 Experiencias,” will be delivered in Spanish, but will be supported by a bilingual website, which offers information on each of the travelers as well as regular updates from each, giveaways, and visitor-uploaded comments.
The five, three men and two women, will make 10 stops along the way at which they will work on projects related to their talents and interests and touching on the subjects of music, style, and design. And of course they will be doing it all while showcasing Levi’s products.
As we’ve discussed here a time or two, research has revealed that young, bilingual Hispanics are among the most avid users of social media. So Levi’s is looking to employ tools like Facebook, Twitter, and YouTube to connect with them.
It’s a bold effort to reach a much-sought-after audience. To Levi’s we offer a hearty buena suerte, and an equally big buen viaje to the travelers.
Darren Megarry
viaLanguage
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