Heineken’s Tecate beer targets Mexican bi-cultural millennials with One Bold Night videos
Mexican beer Tecate Light has rolled out a miniseries called ‘One Bold Night’ that shows an epic night of partying filmed from the point-of-view of a friend’s phone as the brand attempts to further engage with the US Hispanic audience.
The four short videos feature the brand’s signature black eagle and a group of friends who end up going on a series of adventures when trying to track it down.
Created by Saatchi & Saatchi NY, the episodes are the latest installment of Tecate’s ‘Born Bold’ campaign that initially launched earlier this year as the brand strives to more seriously rival competitors such as Corona.
The videos will run in the Sunbelt states, which include Arizona, California, New Mexico, Nevada, and Texas. According to the company, 68 per cent of the Mexican-US population is located in those states.
“We have to fish where the fish are,” Belen Pamukoff, brand director of Tecate marketing, told The Drum. She said that the campaign specifically targets those who were born in the US but whose parents and grandparents are from Mexico.
“They flow between both cultures,” she added.
Using the hashtag ‘#OneBoldNight,’ viewers are encouraged to submit photos of their crazy nights out through the brand’s Facebook and Twitter channels.
The best ones will be turned into branded social media posts. The one that receives the most ‘likes’ and ‘shares’ will win a party from Tecate Light that will then be filmed, edited, and released as the conclusion to the ‘One Bold Night’ series.
Frank Amorese, media director at Heineken USA, told The Drum that the company is using YouTube’s new Playlist Card format to encourage users to come back for more after they’ve seen the first video.
It is also using Facebook’s video-tracking technology that keeps track of who has already seen which ad and serves new ones to viewers in sequential order.
“It’s a new technology to Facebook and we’re one of the first to use it,” he said.
The brand heavily invested in YouTube and Facebook since data from Nielsen shows that Hispanic people spend more time consuming digital video and downloading apps on their phone than the rest of the US population.
The ‘Born Bold’ campaign launched in March and will run for nearly a year with radio, out of home, digital, and social elements in both Spanish and English.