This week we have seen the first teams play in the 2010 FIFA World Cup of Soccer (or Futbol for the rest of Latin America). Of course, broadcast channels such as ESPN and ABC are covering the games but not as intensely. Latinos living in the United States and Latin America are avid soccer fans, it’s part of the culture as much as baseball and football is part of the United States and that’s where Univision comes in. In this year’s event, Univision, the broadcast network channel that produces programs for Latinos, is going all out to offer soccer fans access to up to date FIFA World Cup information through online and new media technology as well as traditional media campaigns.
According to Elianne Ramos, a well known frequent blogger and Co-Chair for Latinos in Social Media (LATISM) “Univision, in its efforts to heighten awareness about its unprecedented FIFA World Cup coverage, has rolled out an advertising campaign in movie theaters across the country which features international superstar Shakira singing Waka Waka (Esto es Africa/This Time for Africa) the official 2010 FIFA World Cup song and Univision’s official theme for all of its coverage of this world sport event.
This vibrant 30-second spot features images of Shakira singing, exciting soccer moments and the cultural richness of the host country of South Africa. It conveys the incredible energy of this month-long event and the passion the fans feel for the game.”
Recent studies in Hispanic marketing shows that Hispanics outpace non-Hispanics in every aspect of engagement and according to the 2009 Hispanic Fact Pack from Advertising Age, Univision is ranked #1 in Hispanic TV Network Viewership. With this much viewership on television and Hispanics’ quick adaptation to new technology, particularly with online and social media platforms, Univision has already developed the means to reach their viewers through all forms of media throughout the World Cup.
Univision’s Official 2010 FIFA World Cup website offers full coverage for each match and you can stream all 64 games for free through your computer. What’s different about the coverage this year than four years ago is the utilization of smartphone technology. Now you can download apps that offer real time FIFA World Cup information for your iPhone, Blackberry and Android based smartphones. Of course, for full television coverage of the FIFA World Cup in Spanish, you can watch all 64 games in Univision, Galavision and Telefutura as well as visiting their respective websites for schedules.
Speaking of using social media, you can join the World Cup on Facebook fanpage and follow the Twitter hashtags: #univisionfutbol #copamundial #worldcup #pasiondelmundial #latism
With exclusive Spanish-language television and digital rights, soccer fans can rely on Univision’s TV networks, Univision On Demand, and the company’s online and mobile platforms for full coverage. With the addition of new media in Univision’s media campaign to promote World Cup soccer, I hope the popularity in soccer will increase here in the United States even after the World Cup ends.
If you want to further your study into how Hispanics are utilizing new media and social media, I highly recommend you check out the blog, Latinos in Social Media (LATISM). They offer insightful information into social media and promote special events in social media and everything Latino, like the Mundial party that occurred on Thursday, June 10.
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