SOURCE: PM Publicidad

PM Publicidad

March 14, 2014 08:00 ET

PM Publicidad Scores Hispanic Market With Soccer Sponsorship

Experiential Marketing Drives 360-Degree Campaign Created for Client NAPA AUTO PARTS

ATLANTA, GA--(Marketwired - Mar 14, 2014) - PM Publicidad, a full-service multicultural agency, unveiled a case study outlining the Hispanic marketing strategy it created for NAPA AUTO PARTS -- official sponsor of the Mexican National Soccer Team. Focusing its strategy on experiential marketing, PM Publicidad positioned NAPA AUTO PARTS to become a sponsor of the highest profile U.S. Hispanic sports marketing property: "El Tri." For the U.S. Hispanic market, there is nothing that comes close in terms of fan following, passion and impact than sports, specifically fútbol.

Experiential marketing is ranked #1 among Hispanic consumers, compared to other media, as a driving force for purchasing decisions. PM Publicidad developed an aggressive grassroots strategy that focuses on experiential marketing and included retail, advertising, digital, social media and PR components, which should prove critical in a World Cup Year.

The NAPA Pura Calidad Tour hosted Fútbol Fiesta events at all 2013 games that the Mexican National Team played during the U.S. tour in Houston, Miami, New York, Chicago and Dallas. From on-site activations and in-store events to taking pictures with players and winning tickets, NAPA AUTO PARTS gained market share among national aftermarket automotive retailers in brand awareness.

"We knew experiential marketing would play a key role in marketing to Hispanics and what better way to reach the target audience than with a beloved sport about which they're passionate," said Eduardo Perez, President of PM Publicidad.

PM Publicidad has managed all aspects of the NAPA AUTO PARTS sponsorship of the Mexican National Soccer Team for the last seven years, which came full circle last week when El Tri played Nigeria at the Georgia Dome -- marking the most tickets sold for a soccer match in Atlanta's history.

To celebrate on home turf, PM Publicidad created its own ultimate VIP experience for agency executives, clients and media invitees. Aptly called "PM Scores", PM Publicidad took guests behind-the-scenes with the Mexican National Soccer team in the most anticipated sporting event in Atlanta. Guests got a firsthand look at what goes into creating a Fútbol Fiesta event and experienced it for themselves.

"As part of the ultimate sports experience, our guests were able to watch the teams practicing from our VIP suite, as well as enjoy some unexpected surprises along the way," said Philip Polk, Chief Digital Officer for Movil-U, the digital media partner to PM Publicidad.

As sports fans continue to set their sights on Brazil in 2014, Fútbol Fiesta events will continue to bring the passion close to home. 

To obtain a copy of the case study, please send your requests to: worldcupfriendly@pmpublicidad.com.

To learn more about the innovative campaigns PM Publicidad is creating for its clients, visit them on Facebook or Twitter @PM_Publicidad using the hashtag #PMScores.

About PM Publicidad
PM Publicidad is a full-service, multicultural agency based in Atlanta, Georgia that specializes in the U.S. Hispanic market. Our job is to create a voice and a memorable story for each brand that we work with. The PMP Way™ is a process that we use to create communication strategies that produce immediate and measurable results. It gives us insight into how to reach our target segments and how to talk to them. It's how PMP creates a special chemistry between brands and consumers. For more information, please visit: http://www.pmpublicidad.com/

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