Title Sponsorship of FC Barcelona U.S. Matches U.S. Broadcast Television Game Mark and Trophy Integration of Brand Across Multiple Platforms Retail Activations 1.3 billion viewers On television worldwide 95.1 million in the U.S 43 million Facebook fans 5 million from U.S. & Mexico - More than any other sports franchise in the world 11 million Twitter followers
Five-time World Cup Champions Eight-time Copa America Champions Three-time winners of FIFA Confederations Cup Only team to have won championships in four (4) different Continents (Europe, South, North America and Asia) Only national team to have played in every World Cup Finals Current FIFA Ranking: 6 th in the world Iconic player and top scorer: Neymar Da Silva
Transcript of "Cmn j j_2013"
Cárdenas Marketing Network
• A FULL-SERVICE HISPANIC MARKETING AGENCY
• FROM IDEATION & STRATEGY THROUGH EXECUTION & REPORTING
• LEADER IN HISPANIC ENTERTAINMENT AND EVENT MARKETING
• HONORED WITH 32 AWARDS AND RECOGNITIONS SINCE 2007
Cárdenas Marketing Network
OFFICES IN NEW YORK, MIAMI, CHICAGO, LA & TEXAS
MORE THAN 70 FULL-TIME MARKETING PROFESSIONALS
NATIONAL NETWORK OF OVER 400 BILINGUAL PROFESSIONALS
MORE THAN 2,500 PROMOTIONS AND EVENTS EACH YEAR
Capitalize on fútbol excitement generated by the
FIFA World Cup to create buzz amongst soccer
Engage consumers at retail accounts and high
traffic locations to promote Budweiser as the
official beer sponsor of the 2010 FIFA World Cup
targeting the US Hispanic market.
•6 Freestyle Soccer Professionals
•2 Brazilian Drummers and 1 Capoeira masters
•Branded tour bus with
•Unique premium giveaway
•Program backed by POS, radio, mobile and PR
•81 promotions in 31 days
•72,900 consumers engaged
•11 interviews (Press/TV)
•3.5 million estimated impressions
CMN produces over 300 concert events per year
throughout the U.S. and Latin America, ranging from
theatres to stadiums. We can associate brands with high
profile and relevant music properties as well as superstars
that attract your target consumer. We create and
activate custom sponsorship packages and promotional
strategies that will help reach your marketing objectives
before, during, and after the events
GILBERTO SANTA ROSA
MARCO ANTONIO SOLIS
JUAN LUIS GUERRA
TITO EL BAMBINO
CELIA “THE MUSICAL”
CMN produced the first four years of the Festival
Presidente de la Musica Latina in the Dominican Republic.
In 1997,1998, 1999 & 2001 CMN delivered National and
International artists for the three day festival and
managed all aspects of the show including: Logistics,
Transportation, Production, Hotel, Labor, as well as Staging
and Lighting. Henry Cardenas and CMN also played a
critical role in cutting the live telecast deal within the U.S.
and Dominican Republic.
Past artists included:
CMN and their partner company, Searchology, provide
full digital services for experiential and direct marketing
needs. We provide the ability to reach the right audience,
at the right time, during their buying and searching cycles.
Digital services can operate as independent marketing
channels or be used in conjunction with experiential
•DIGITAL MARKETING AND ADVERTISING
•PAY PER CLICK MANAGEMENT AND ADVERTISING
•DISPLAY ADVERTISING AND RE-TARGETING
•COMPETITIVE RESEARCH AND WEBSITE ANALYSIS
•SEARCH ENGINE OPTIMIZATION [ON AND OFF-PAGE]
•SOCIAL MEDIA MARKETING AND OPTIMIZATION
Position Chevy as cool and hip with future drivers
(13+) and their parents. Drive awareness of the new
Chevrolet Cruze and Camaro. Generate leads to
build awareness beyond the event.
Align the brand with a hot network TV series, Glee
whose audience was a perfect fit for reaching this
•Indoor and outdoor footprints with vehicle displays
•Custom program creative deliverables
•Airbrush tattoo artists
•EDC “Enter to Win” touchscreen engagement
•Digital “Sing Along” interactive
•Meet & Greet management
•Printed Meet & Greet photos
•10,887 direct consumer interactions
•7,200 branded airbrush tattoos
•130,000 on-site consumer impressions
•Built a heavy database of consumers through EDC
Launch the product in the Hispanic market in a
way that stands out for the competition and that
truly resonates with the target consumer.
Connect with the consumer through one of their
major passion points, soccer. CMN negotiated a
sponsorship of the high-profile, Mexican National
Soccer Team (MNT) making Wrigley’s Extra the
official chewing gum of the MNT.
•Kick-off party in Los Angeles to introduce the Wrigley/MNT partnership
•Media (national TV, radio, print, PR and OOH)
•Branded signage at retail; Custom Shippers and counter displays
•Collateral (flyers, posters and counter cards)
•Branded signage at games; field boards, jumbo-tron, PA mentions
•60 x 30 activation footprint set up outside of the stadiums for sampling
•Retail activation with MNT legend Jorge Campos
•Player meet and greet after each game
•Sales increase from previous year and average of 27.3%
•Online sweepstakes 92% prize redemption
•Best in class execution at retail (Vons, Kroger and Jewel Osco)
•Total sponsorship impressions 286MM (2010-2012)
The brand gained access to their target via one of the most successful
sports brands in North America. This gave the brand credibility and
demonstrated that they knew exactly how to connect with their consumer.
This sponsorship was so successful that Wrigley acquired the official
sponsorship of the CONCACAF Gold Cup.
Strengthen the Neutrogena relationship with
Produce event elements and route all activations to
various destination points during the summer when
the product would be used the most. Educate the
consumer about skin health, provide them with a
sample as well as with a coupon redeemable at
their local Walgreens.
•Skin health brochures with Walgreens exclusive coupons
•Branded tents and brand ambassadors
•30 event activations in Chicago
•600,000 media impressions
•20% increase in product sales in surrounding Walgreens stores
By bringing the activations direct to the consumer they were able to
use the product on-site. That summer Neutrogena was established
as the #1 suncare brand at Walgreens.
Engage culturally fused Hispanics to build loyalty
and drive stimulation equity.
Develop and produce the ultimate music battle in
which undiscovered Latin Pop and Rock bands
are launched to stardom. Five bands are chosen
to compete at the grand finale followed by a
performance by a top notch group.
•230 participating musicians/artists
•Over 300,000 votes
•Over 17MM digital page views
The brand created a unique proprietary activation in which the
target consumer could feel pride/ownership which ultimately
would create brand loyalty. The program ran for 3 years and
won the Billboard Latin Music Conference Awards Best Tour
Sponsorship Campaign 2011.
Together, Henry Cárdenas & Marc Anthony are leading
the effort and developing new facilities for The Orfanato
Niños de Cristo in La Romana , Dominican Republic.
This new, all boys orphanage is currently under
construction and will soon house 100 children in a
state-of-the-art 30,000 sq. ft. facility. This effort is made