Ford Ties Fusion Launch to Hispanic Music Craze

Exclusively Sponsors Daddy Yankee's Reggaeton Radio Show

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DETROIT (AdAge.com) -- Ford Motor Co. is tapping into “Hurban,” or Hispanic urban music, to kick off the second phase of its launch for the new Ford Fusion sedan, aimed at 18- to 34-year-olds.
Photo: AP
Daddy Yankee is the hot new star of the Latin hip hop -- or reggaeton -- music craze.
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Exclusive sponsor
The carmaker is the exclusive 2006 auto sponsor of ABC Radio Networks en Espanol’s new two-hour weekly “On Fuego” program hosted by Daddy Yankee, the hottest star of reggaeton, a kind of Latin hip-hop.

The Saturday evening show premiers March 4 in Spanish in major Hispanic markets for 52 weeks. Ford division’s deal includes sponsorship mentions, 60-second ads during the show and exposure during the artist’s “En La Avenida” segments, which chronicle happenings in his life and the Latin music industry. ABC will run these segment updates daily during the Hispanic Morning Drive and ESPN Deportes programs.

Ford is tying the deal to a sweepstakes, offering four trips for two to South Beach, Fla., as guests to Daddy Yankee’s live show. The show will feature performances by some of the hottest acts. The effort is a "big part of us continuing to build a dialogue with the market,” said Dave Rodriguez, multicultural marketing communications manager of Ford division.

Zubi Advertising
The marketer challenged its Hispanic agency, Zubi Advertising, Coral Gables, Fla., to take the 2006-model Fusion launch to the next level, Mr. Rodriguez said. Zubi worked with ABC Radio Networks, handled most of the discussions with Daddy Yankee, created the ads and the promotion.

“As Hispanics’ spending power grows to $1 trillion in 2010, we want to make sure we are advertising and marketing in a way that is relevant to them,” said Joe Zubi, CEO of Zubi Advertising.

The marketer kicked off the first phase of its Hispanic effort for Fusion from Zubi last November with a Spanish-language ad campaign themed “Chispa,” or "spark." That blitz includes a Web-based Fusion “Music Mixer” on www.fordenespanol.com, where visitors can blend any of 10 music styles for free to create their own mixes, which can be saved or passed to friends and family. Visitors can opt in to receive more information about Fusion, but Ford is just starting to get data on that, said Mr. Rodriguez, who declined to discuss spending for the launch.

Seventh largest Hispanic advertiser
Overall Ford was the seventh largest Hispanic advertiser, spending $61 million on Hispanic TV and print advertising during the first 11 months of 2005, an 11.5% increase over the same period the previous year, according to TNS Media Intelligence.

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