NEW YORK -- Tecate Light beer aims to drive consumers to retail by turning encouraging legal-drinking-age (LDA) boxing fans to turn their casual gatherings into “the ultimate viewing experience” with its Champions Night campaign that kicks off March 1.
The fully integrated, 360-degree campaign carries on Tecate’s deep-rooted partnership with boxing through national TV advertising, digital partnerships, on- and off-premise activation and a sweepstakes that offers consumers the chance to win boxing-related prizes.
“Watching a big fight with a beer in hand is a classic bonding experience for many boxing fans,” said Juan Carlos Montes, shopper marketing manager for Tecate. “Hispanics make up one-third of boxing’s avid fan base and purchase pay-per-view fights four times more often than the rest of the population.
“Tecate’s Champions Night campaign celebrates these fans by providing them with the opportunity to celebrate their bicultural duality and passion for boxing while providing retailers with the opportunity to further increase sales of Tecate Light.”
To drive awareness and maximize impact, the Champions Night campaign will come to life through video advertising on platforms including Hulu, ESPN, TubeMogul and Roku in conjunction with national, English and Spanish, TV advertisements, reaching 50% more Hispanic, millennial men vs. 2015, the company said. Additionally, mobile display ads and search ads with relevant boxing content and bilingual keywords will drive users to local retailers to purchase Tecate.
To keep fans engaged throughout the season, Tecate has created an interactive content hub that enables fans to obtain exclusive content and engaging boxing footage on their desktop, tablet or mobile device.
Web search, paid media advertisements and POS materials will drive fans to the hub, allowing them to participate in the sweepstakes to win daily, instant-win Tecate swag and be entered to win the grand prize, a VIP Fight Night Experience. Additionally, the hub provides fans with links to alcohol delivery apps, third-party shopping apps and provides customized offers (where legal) driving return shopping trips to retail.
“Tecate is an authority in boxing, sponsoring 72% of all pay-per-view fights over the past decade,” said Montes. “This association is driving aggressive sales growth for Tecate during fight week and the week after, two weeks that are among the top 10 selling weeks of the year and are the only two weeks in the ranking not associated with holidays or summer. Champions Night enables retailers to capitalize on an off-season promotion that offers an ownable, highly relevant activation platform that can span across trimesters.”
Tecate Champions Night campaign runs March 1 through May 1.
Tecate, one of the fastest-growing imported light beers in the United States, is imported by Heineken USA, New York.