"Hispanics are more prone to use their phones for these things," said Alberto Ferrer, managing partner -- director of direct and digital marketing at Vidal Partnership, Sprint's Hispanic ad agency.
The winner of the competition, held at Batanga music site's bilingual minisite and sponsored by Sprint (the backer of the performer's 2008 U.S. tour), was awarded a free trip to a Juanes concert.
Besides the exposure to the Sprint brand -- visitors spent about three minutes on the site, making or viewing or voting on videos and sending them to Facebook or MySpace pages -- Sprint built up its database and drove revenue through downloads and other data activity, Mr. Ferrer said.
Eighty-two percent of the e-mail addresses captured were new to the Sprint database. And the contest generated "many hundreds of thousands of dollars" in additional fee revenue, as monthly downloads increased 63%, Mr. Ferrer said. The biggest jump was in ringback tones, up 91% in one month.
The winner, chosen from 4,083 votes cast (and some judging by Sprint and Vidal) after 41,000 views of submitted videos, was a Colombian-born Spanish teacher in Orange County, Calif.
Hispanics are also enthusiastic about downloading music. In the latest effort to take advantage of that market, Microsoft Corp.'s Zune last week announced the launch of an exclusive music-download service on univision.com. Rival Apple started iTunes Latino, a dedicated area within the U.S. iTunes store, two years ago.