"Social media is one of the main differences this year," said Ken Muche, public relations manager for Verizon. "We're more active in that space, tweeting about registration." Verizon also plans to use YouTube to post videos of last year's winner to build buzz.
The campaign, he added, honors the Hispanic culture of celebrating a teenager's 15th birthday with a huge celebration and party, called a Quinceañera or Quince. Registration for the contest runs from August 2 to 29, and is specifically for teens in the Los Angeles; San Jose, CA; Salt Lake City; and Seattle areas.
Verizon will launch a Twitter account specifically for the campaign, @MyFabulous15, on August 2, where it will encourage Hispanic teens to register for the contest and discuss tips and advice for hosting Quinceañera parties. The company will also host party planner Celia Barrios, who specializes in Quinceañeras, for a Twitter party to answer questions and provide tips.
This year's outreach also includes Quince Expo events at Verizon stores in cities in the participating areas, featuring a meet-and-greet with British singer Jay Sean, who is part of the winning party package. Additionally, the Expos will include runway shows displaying the latest Quince fashions and vendors such as florists and limousine services on hand talk to interested consumers about planning a party.
The company is working with RL PR, its Hispanic PR AOR for the Southern California region, and is pitching local media around the Expo events.
The goal of the PR is "to raise awareness of the program, provide a culturally relevant experience, and be a part of the community," Muche said. "This seemed like a fun way to be involved and leverage our technology, because people can participate via text message."