PR agency Formulatin (New York)
Campaign Por el Boxeador que Llevas Dentro (For the Boxer Within)
Duration January-December 2010
Budget Approximately $300,000
Since 2007, Heineken USA's Mexican beer brand Tecate, "cerveza con carácter," has aligned itself with US boxing, targeting Mexican men who recently moved to the US. The company sought to enhance its 2010 program.
AOR Formulatin created a re-vamped initiative to capitalize on the beverage's sponsorship of 14 marquee fights and nearly 100 regional events throughout 2010 - more than double what was sponsored in 2009.
"A boxing event gives us the opportunity to really activate the brand at all levels, not only from an ad perspective," says Carlos Boughton, brand director for Tecate.
The team put on a media-only event, in conjunction with a fight on Cinco de Mayo, with boxing legend Thomas Hearns to launch Tecate's Museo de Boxeo (mobile museum). It included memorabilia from many fighters and traveled 7,000-plus miles across the Southwest.
"We used it for additional exposure," says Michael Olguin, Formulatin president. "It's like the circus is coming to town."
A Con Carácter text-to-vote promotion was created to spur viewers to vote for the pay-per-view undercard fighter who exemplified the most character.
Media coverage produced more than 644.4 million gross im-pressions and nearly $2 million in ad value. After each fight, Tecate saw on average double-digit percent growth. The Con Carácter award also generated 5,000-plus consumer responses.
Formulatin will keep working with Tecate for the upcoming US boxing season, including the text-to-vote promotion.