Page 18 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino
“Because they are younger and because they have grown up with a mobile device in their hand, they are just much more agile to go back and forth between screens. And, when watching linear, they are constantly talking about those shows in real time,” he says.
The data feeds in to something that in 2015 was considered innovative: Double Acción. Sponsored by AT&T, it is the Telemundo interactive app “that puts you right in the middle of the story of your favorite Super Series.”
Now, Blacker says, “there’s nothing so innovative about it.”
Today, social media activity can involve any one of Telemundo’s content choices, by type.
“We look at things from the content genres — scripted, news and sports, and specials and realities,” Blacker says. “Within
those, we take a distinct approach
with distinct teams. We can plug in
to those divisions for those sectors.”
For Telemundo’s big 2018 FIFA World Cup coverage, which starts in June, the network is reaching out to social influencers and creators of fan-based content.
There’s a plus to doing that now.
Blacker says, “We can benefit from
all the learnings and data from [our telecast of the] Super Bowl, with consumer trends, and the Olympics.”
This will be done across all platforms, Spanish and English, as Telemundo gears up for 360- degree coverage of the world’s biggest sporting event.
COPA CAPTURE
For the 2018 World Cup in Russia, Telemundo partnered with soccer media business Copa90 — a big entity in Europe — after Comcast executives set up meetings with Blacker. He went to London and saw first-hand how they are “all about the content created outside the :90 of the soccer match.” He says, “It’s all about the fandom, and the many stories.”
That sparked idea after idea for Telemundo.
The first one: Let’s find the people in the U.S. who are the big fans of Argentine soccer.
That resulted in “El Décimo” — an effort in which hand-picked superfans will be used as social media correspondents for Telemundo’s online products, with the opportunity for the content to go linear.
“We picked 24 people, and they started with the friendly matches to cover from their perspective, and to discuss everything that goes into the game,” Blacker says. The content came back “fantastic,” he adds. “As it relates to U.S. Hispanic soccer fandom, weirdly enough there is just not a lot of coverage on it. Shining a light on any of the fans hasn’t really been done before.”
Because they are younger and because they have grown up with a mobile device in their hand, they are just much more agile to go back and forth between screens. And, when watching linear, they are constantly talking about those shows in real time.
Peter Blacker