WE ARE THE
PEOPLE
BEHIND YOUR NEXT
MARKETING
SUCCESS STORY
WE WORK WITH
THE MOST
RECOGNIZABLE
BRANDS
IN THE WORLD
CÁRDENAS MARKETING NETWORK
We are real Multicultural.
CÁRDENAS MARKETING NETWORK
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THE LEADER IN EXPERIENTIAL MARKETING & HISPANIC ENTERTAINMENT A FULL-SERVICE HISPANIC MARKETING AGENCY
MINORITY OWNED AND OPERATED SINCE 2003
OFFICES IN LOS ANGELES, CHICAGO, NEW YORK, MIAMI & TEXAS MORE THAN 2,500 PROMOTIONS AND EVENTS EACH YEAR
MORE THAN 70 FULL-TIME MARKETING PROFESSIONALS OVER 400 BILINGUAL AMBASSADORS NATIONWIDE
We are...
OUTREACH
REMIXED:
Chelada’s excitement over the summer launch of a new Picante flavor soon soured when intel suggested a competitor, Modelo, was poised to beat them to the patios and backyards of consumers. The drink maker needed to mount an offensive, beat their rival to the market, and gets boots on the ground (and beverages in hand) during the prime warm weather. But a sampling and awareness program centered on caseloads of cans and not actionable intelligence would just be a missed opportunity.
The Cardenas Marketing Network used their on-site experience to design a program that reached across the (grocery) aisle with an analytical approach. A 16-city tour, targeted around key dates such as Cinco de Mayo and Mexican National Soccer games, engaged consumers and took sampling a step further with Salesforce integration. Experienced and trained brand ambassadors collected demographic data that would not only create a picture of the Chelada audience, but provide a jumping-off point for future advertising and marketing strategy.
“More than 60,000
consumers engaged”
The integrated sampling and survey campaigns did more than create a great impression and shower fans with swag. More than 60,000 consumers were engaged, and
their carefully collected responses contributed to a better understanding of how to market and assist wholesalers. In its broadest sense, the campaign wasn’t simply about a sharing a new drink; it helped start a conversation.
Results:
CHELADA
A Sophisticated Sampling Program
Has Chelada Singing a New Song
CASE STUDY
MAUI JIM
SEEING
THE WORLD
Through a Different Lens...
“The 65 stops
generated more
than $500,000
worth of sales.”
For high-end sunglass maker Maui Jim, the sales pitch is as simple as trying on a pair. The company’s PolarizedPlus2 technology appears to give sunlight a boost -- a trial run with these high-end optics, and you’ll be throwing shade at any other brand on the beach.
But in a crowded market where Americans are trending towards a more fit lifestyle, the brand’s laid-back, island-friendly image needed an energetic re-introduction to active consumers.
The Cardenas Marketing Network decided to bring the islands to the target market and say “aloha” in style, with a signature strategic outreach campaign that spoke to the ideal consumer at just the right active, outdoor setting. Two “Flying Jimmy” custom mobile units, outfitted with sleek displays, 360-degree access and an inventory of 150-plus SKUS, brought a high-end retail experience on the road. The itinerary for the resulting year-long tour included stops such as:
- Rock ‘n’ Roll Marathons - High-end Retail
- Iconic Locations i.e. Times Square
By meeting consumers at either the point of purchase or a place of need, Cardenas made an immediate connection between affluent shoppers and the brand. The future’s so bright, they have to wear Maui Jim shades, and many immediately did -- the 65 stops generated more than $500,000 worth of sales. The tour also set up near existing sales channels and bolstered retail partners nationwide, setting up continued profit and engagement.
Strategic Marketing
Helps Maui Jim Sell Eye Candy to a
New Demographic
The King of Beers was planning for the King of Sporting Events, and had a royal headache. In the lead-up to the 2010 World Cup, Budweiser needed a new idea to galvanize the Hispanic market, but the sports-savvy audience required something truly unique to make an impression.
The beer company needed a team of true experts to bring something exciting to the field.
With years experience promoting the best soccer teams in the world, the Cardenas Marketing Network knew Messi from Mancon. To bring a new spin to soccer promotion, CMN dug deep and assembled their own team, the Futbol Kings, a group of freestyle soccer players, capoeira dancers and drummers whose trick shots and stunts hadn’t been seen before in the States. The effect was electric; during a barnstorming tour across retails outlets
and iconic locations in six states, the Kings choreographed routines gave crowds unexpected thrills.
The Futbol Kings 12-city road trip captured the attention of fans, and beer drinkers, nationwide, traveling from Hollywood Boulevard to Times Square to Miami Beach. Exposure was through the roof -- in L.A. alone, coverage on Univision was seen by 3.5 million -- and retail outlets saw double-digit sales increases after each visit. More importantly, CMN’s deep knowledge of fans, and what’s next, helped link an established partner with a new trend just as soccer fever was cresting in the United States.
Budweiser Makes a Creative Play with
the Futbol Kings
A NEW
LOOK
FOR THE BEAUTIFUL
GAME
CASE STUDY
BUDWIESER
Results:
“retail outlets saw
double-digit sales
increases”
A Well-Orchestrated
Concert Series Helped
Potential Viewers Tune
In to MundoFox
DISCOVERY
CHANNEL:
How do you find a new television station if you don’t know it’s there? The anticipated launch of MundoFox in 2012 was a great opportunity for the fledgeling broadcaster to showcase its programming and appeal to the growing Hispanic audience. But while the new media property knew sweeps and showtimes, it needed help going beyond the screen and engaging with consumers and major media players in target markets to develop a following. The Cardenas Marketing Network lent its event and music world
experience to turn an event into an experience. A series of key shows in major media markets played like upfronts with the audiences, allowing them to truly immerse themselves in the programming. Music stars such as Natalia Jimenez, Peter Bombino and Victor Manuel lent star power to the proceedings, while meet-and-greets and photo ops allowed consumers to interact with the stars of their favorite telenovelas.
The music experts at CMN created a hook that introduced thousands of fans to the MundoFox name. By barnstorming top-flight venues across the country, from the Fillmore in Miami to the House of Blues in Chicago, this concert and event series gave the network credibility with both local media players and everyday consumers. Putting MundoFox on the marquee made sure that it would be a news and entertainment choice for viewers in the future.
Results:
MUNDO FOX
CASE STUDY
Mobile marketing set-ups in 25 cities gave aspiring choir members meet-and-greet opportunities with the cast as well as the chance to record their own music video sing along, personalized content that was expertly pushed via multiple social media channels. These videos, which allowed potential performers to sing along to a revamped version of the classic “See the USA in Your Chevrolet” jingle, were also broadcast via a screen on site mocked up to look like the one from the show’s fictional William McK-inley High School stadium.
Teenagers or not, it’s still a popularity contest out there, and CMN made sure Chevy can sit at the cool kid’s table for
years to come. Chevy sung the praises of CMN after this strategic victory, an early engagement win that also gen-erated leads for local dealerships. The car company can bank on in-person en-gagement with tens of thousands teens, which will help them win business from the drivers of tomorrow, while leaving the complications of on-site promotion (meet-and-greet logistics, touchscreen technology, photo management) to the experts.
As generations of parents can tell you, trying to capture the attention of a 13-year-old girl can feel like a fool’s er-rand. Chevrolet needed to find a way to cut through the white noise and get so-cial-media savvy teens to focus on the future; specifically, a future that involves them behind the wheel of the new Chevy Cruze. But without event promotion that spoke the language of this tricky tar-get audience, any lead generation cam-paign would fizzle faster than a Snap-chat message.
The Cardenas Marketing Network ap-plied their simple but effective philos-ophy -- engage the audience at their passion point -- to this challenging de-mographic, courting potential Chevy drivers with a campaign based around the hit show “Glee.”
CASE STUDY
CHEVEROLET
SEE
THE
USA
A Virtual Video
Campaign Helps Connect
with the Drivers of
Tomorrow
in Your Chevrolet
“Chevy can sit at
the cool kid’s table
for years to come”
AIN’T NO
HALF STEPPIN’
We’ve all seen them before; targeted cam-paigns that turn on tired cliches instead of genuine understanding and creativity. McDonald’s wasn’t going to have any of it. As part of their extensive 365Black.com push, the fast food giant sought authen-tic engagement with the African-American audience, and need a live event that went beyond the expected yet truly tapped into cultural experienes and expression in a big way.
An expert in concert promotion, the Cardenas Marketing Network devised a tour that made the audience part of the story. To push McDonald’s pre-existing marketing initiatives, as well as the new Angus Deluxe menu, the Flavor Battle recruited top local DJs for an on-stage face-off. Quick-mix competitors met the audience head-on, with text message voting determining who would stay on the Technics 1200s for the next round. Paired with performances from acts such as Drake and B.o.B., this 30-city tour made simple sponsorship look passe.
“Evidently, the audience
was lovin’ it”
Evidently, the audience was lovin’ it. At certain tour stops, more than half the audience was texting votes, and traffic to McDonald’s 365Black. com spiked after each performance. CMN made the tricky feat of switch-ing between new event messaging and a pre-ex-isting campaign sound as smooth as a seasoned DJ manning the crossfader. McDonald’s established a successful event fran-chise, while creating cul-tural capital that made a valuable impression to a key demographic.
MCDONALD’S
Flavor Battle Found the Perfect Mix
to Make McDonald’s Audience
Engagement Drive Succeed
CASE STUDY
EXPERIENTIAL
MARKRTING
For Wrigley’s, a sales slump had led to a “throw it against the wall and see what sticks” situation -- never a good place for a gum company. The iconic brand wanted to reintroduce Wrigley’s Extra, its flagship sugar-free gum, to the growing Hispanic market, but a golden ticket-style stunt wouldn’t save the day. Cardenas Marketing Network met the challenge by doing what it does best -- finding the consumer’s passion point and speaking their language. CMN made Wrigley’s a teammate, not just a sponsor, of the beloved Mexican Soccer Team, leveraging its extensive experience with some of the world’s biggest soccer teams to make the gum synonymous with the game.
The multi-channel, bilingual marketing plan centered around key games in six Hispanic markets in the United States, engaging consumers in multiple ways before, during and after gameday.
– Local radio and on-site promotions
– Mascots and signage on site – Opportunities to watch from Wrigley- branded seats right next to the sidelines
– Players signing jerseys after the game
The tour was a big win for Wrigley -- a 27.35% sales increase, exposure in top markets such as Los Angeles, and nearly 300 million sponsorship impression. It later helped them win sponsorship rights to the CONCACAF World Cup, providing an even larger platform to continue the conversation with the Hispanic market at large. CMN strategy and insight didn’t just help Wrigley win a single match -- it gave them the strategy and credibility to be a player all season.
Wrigley’s Extra scores big with the
Mexican National Soccer Team
“
The tour was a big win
for Wrigley -- a 27.35%
sales increase”
CASE STUDY
That sticks...
Results:
WRIGLEY’S
H&R BLOCK
TAXATION
WITH REPRESENTATION
While everyone likes a tax refund, it’s hard to find anybody
lining up for a fun trip to the tax office. That’s especially true for
first-generation Hispanics, who harbor unique anxieties when
it comes to sharing employment and personal information.
Culturally Sensitive Outreach
Helps H&R Block Attract
First-Generation Hispanics
H&R Block saw an opportunity to reach a new audience, but also knew the stigma of stepping inside an office was engrained. They needed help not only translating collateral, but gaining trust and speaking to a different cul-ture.
Insights gleaned from extensive His-panic market experience led the Cardenas Marketing Network to for-mulate a strategy to make the taxman approachable and family-friendly. Two tricked out Winnebagos-turned-mo-bile offices traveled to events, con-sulates, grocery stores and public squares in Los Angeles and Chica-go. Deliberately designed with video games and entertainment for kids, these traveling touchpoints allowed working parents to spare time for an appointment. Along with trained staff
and translated tax information, taking H&R Block back to the block helped the target demo open up and get com-fortable sharing sensitive information.
Talk about a hefty return: the mobile office tours made high-profile stops at Navy Pier and elsewhere, but more im-portantly, saw 12,000 new customers work directly with H&R Block. Local branches saw a 34% client increase in the week after each event, and a group who feared the worst from these firms made valuable, personal connections with tax professionals . Now they’ll just have the same economic anxi-eties everyone else has about filing taxes.
“Local branches saw
a 34% client increase
in the week after
each event”
Tricked out Winnebagos
turned-mobile offices traveled to events, consulates, grocery stores and public squares in Los Angeles and Chicago.
CASE STUDY
PICK UP
TRUCK
McCormick Simply Asia saw menus and mindsets changing in front of them; from Ming to Morimoto, celebrity chefs, and the sophisticated palettes they left in their wake, were
The Asian food brand needed someone to showcase their product in a way that screamed fresh and innovating, not frumpy and filled with a fortune cookie. The Cardenas Marketing Network took on this culinary challenge with a simple, engaging branded food truck tour through California. A team of pro chefs gave a new spin on two recognizable recipes, sweet chili wings and General Tsao’s Chicken, consumers, while occasional cooking demos at retail locations engaged hungry consumers and educated them about the brand.
“fueling a demand for
more authentic food
experiences”
Results:
After 1,500 miles and thousands of sweet chili wings it was clear the mobile experience clicked. The Simply Asia food truck made a massive impression at the Chinese New Year Festival -- mobbed by hungry fans, the brand scored big at perhaps the nexus of authentic cuisine. When you’re an Asian food company trying to stand out in a crowded market, distributing food with a Chinese dragon in the background certainly helps your street cred.
