Do U.S. Hispanics care enough about a Hispanic baseball player currently playing for a Japanese professional baseball team where it may sway them toward a Mazda when shopping for a new vehicle.
Mazda North American Operations and NBCUniversal Telemundo Enterprises certainly hope so.
“A premier multimedia advertising campaign” has been launched that’s designed to introduce the redesigned Mazda CX-5 to U.S. Hispanic audiences through “¡Al Bate!” (Batter Up!) – an eight episode, documentary style mini-series featuring former MLB player Ramiro Peña, who currently serves as an infielder for the Hiroshima Toyo Carp of Nippon Professional Baseball.
Through Peña’s compelling life story, he describes his passion for the sport of baseball and his experience as an immigrant in Japan.
“Telemundo and Mazda will engage audiences in a way that is relatable and poignant to many Hispanic families in the United States,” Telemundo asserts.
The campaign was preceded by a series of Mazda media assets that ran in Japanese. Why? To generate curiosity and buzz among Hispanic audiences who are used to Spanish messaging on Telemundo’s digital platforms, including TelemundoDeportes.com, Telemundo’s Novelas App, and the network’s Facebook pages.
“Our partnership with Mazda allows us to be creative in the way we develop unique content that captures the attention of audiences regardless of platform,” said Laura Molen, EVP/Advertising Sales, Lifestyle Group and Telemundo Enterprises, at NBCUniversal. “¡Al Bate! is compelling, premium video content that is authentic to Mazda’s Japanese heritage and we’re excited to introduce it to the passionate Telemundo audience as we work to break through the clutter in the traditional advertising space.”
On Tuesday (7/25), “¡Al Bate!” will debut on TelemundoDeportes.com.
“In our mission to better connect with the Hispanic community, we recognize the importance of developing meaningful content that will ultimately create a connection between the Hispanic community and the personality and passion of the Mazda brand,” said Russell Wager, VP/Marketing for Mazda. “By partnering with Telemundo to create this mini-series, we are able to utilize its influence and credibility in the Hispanic community, and create authentic creative assets that are impactful to consumers.”