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NEW YORK — Tecate Light is seeking to encourage boxing fans to turn their casual gatherings into the ultimate viewing experience with its new “Champions Night” campaign, which kicks off March 1.
The fully integrated, 360-degree marketing program aims to inspire excitement and passion for Tecate’s deep-rooted partnership with boxing through national TV advertising, digital partnerships, on- and off-premise activation, and a sweepstakes offering consumers the chance to win boxing-related prizes.
“Tecate and boxing are the perfect match,” said Juan Carlos Montes, shopper marketing manager for Tecate, a brand of upscale beer importer Heineken USA Inc. “Tecate is an authority in boxing, sponsoring 72 percent of all pay-per-view fights over the past decade.”
This association drives aggressive sales growth for Tecate during fight week and the week after — two weeks that are among the top 10 selling weeks of the year and are the only two weeks in the ranking not associated with holidays or summer, according to Montes.
“Champions Night enables retailers to capitalize on an off-season promotion that offers an ownable, highly-relevant activation platform that can span across trimesters,” he continued.
The campaign runs March 1 through May 1. For maximum impact and to drive awareness, the program will come to life through video advertising on such platforms as Hulu, ESPN, TubeMogul and Roku. This will be in conjunction with national English and Spanish TV advertisements in order to reach more Hispanic millennial men. Mobile display ads and search ads with relevant boxing content and bilingual keywords will additionally drive users to local retailers to purchase Tecate.
“Watching a big fight with a beer in hand is a classic bonding experience for many boxing fans,” Montes added. “Tecate’s Champions Night campaign celebrates these fans by providing them with the opportunity to celebrate their bicultural duality and passion for boxing, while providing retailers with the opportunity to further increase sales of Tecate Light.”
Citing the results of an ESPN Sports poll, he noted that Hispanics make up one-third of boxing’s avid fan base and they purchase pay-per-view fights four times more often than the rest of the population.
To keep fans engaged throughout the boxing season, Tecate has created an interactive content hub where fans can obtain exclusive content and engaging boxing footage via their desktop, tablet or mobile device. Web search, paid media advertisements and point-of-sale materials will drive fans to the hub.
From the hub, consumers can also participate in a sweepstakes to win daily, instant-win Tecate swag and be entered to win the grand prize: a VIP Fight Night Experience.
The hub provides links to alcohol delivery apps and third-party shopping apps as well, while also providing customized offers (where legal) to drive return shopping trips to retail.