Thursday, November 19, 2009

Yahoo, HBO, Others Reach U.S. Hispanics via Mobile

Yahoo is making its Spanish-language counterpart, Mobile en Espanol, available on more than 1,900 mobile device models.

The Spanish-language mobile homepage is customized for the specific needs of the U.S. Hispanic consumer, delivering what Yahoo says is a highly engaging mobile internet experience. The site allows users to bring together their favorite content and services from across the internet to create a personally relevant mobile experience, Yahoo says. It offers mobile search, Spanish U.S. and global news, email and social networking connections, sports, local information, RSS feeds, weather, stocks and horoscopes.

It will also be offering advertisers a variety of mobile advertising opportunities and advertising formats.

Several other recent campaigns have used mobile to reach U.S. Hispanics. HBO PPV, for example, used HipCricket’s Hispanic Mobile Marketing Network to promote the Mayweather-Marquez fight and generate opt-ins for its mobile VIP club. Consumers were asked to text “PELEA” (FIGHT) for a chance to win a signed boxing glove. They received an SMS message inviting them to join the club - an offer on which 12.9% clicked. Of those, nearly 70% opted in.

A similar Rite Aid campaign, which provided coupons when consumers texted “MARCA” (BRAND), garnered a 7.6% clickthrough rate. Other brands running recent Hispanic-targeted campaigns using HipCricket include Harley-Davidson, Arby’s, and Cheetos.

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