Cárdenas Marketing Network Experiential & Event Marketing Deck

WE ARE CMN

An experiential event marketing agency with a history of targeting and engaging consumers, CMN’s expertise in ideation, field management and sponsorship -- combined with impeccable work ethics that foster integrity, dedication, loyalty, and creativity -- provide for memorable experiences while delivering results. With more than 50,000 events under its belt, CMN is an expert at delivering scalable experiential events that fuel brand building and customer activation efforts.

ELENA SOTOMAYOR Executive Vice President,

Marketing & Business Development

JORGE MACHADO Chief Financial Officer

JOSHUA EAGLE PATRÓN Executive Creative Director

CÁRDENAS MARKETING NEWTORK ©2015 CÁRDENAS MARKETING NETWORK, INC.

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NEXT TO LIVE NATION & AEG, WE PROVIDE ENTERTAINMENT PLATFORMS FOR BRANDING SOLUTIONS. PREMIER EXPERIENTIAL MARKETING THE BIGGEST NAME IN HISPANIC LIVE ENTERTAINMENT. OVER 200 LIVE MUSIC CONCERTS, TOURS AND EVENTS. THE HOSTS TO PREMIER SPORTING EVENTS. OVER 4,000 AWARD-WINNING MARKETING EVENTS A YEAR. OFFICES IN LA, NEW YORK, MIAMI AND CHICAGO. 95+ FULL-TIME EMPLOYEES

WE ARE…


…WE ARE THE MULTICULTURAL, EXPERIENTIAL MARKETING AGENCY OF FORTUNE 100 BRANDS.


WE CONNECT BRANDS TO CONSUMERS THROUGH THEIR

FOR LIVE MUSIC, SPORTS, AND CULTURE.


EXPERIENTIAL CAPABILITIES

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EXPERIENTIAL MARKETING IS ABOUT CONNECTING A CONSUMER TO AN EXPERIENCE. CMN creates a connection between the emotion of music, sports and culture to the strategy of the brand and the thoughts of the consumer. These connections should be formed by experiences that are personally relevant to the consumer, it should be memorable for them, it should be interactive, and it should invoke emotion. CMN can open the gateway for your experiential activations or can create a custom platform that will lead to increased sales and brand loyalty.


WRIGLEY VIVE TU MÚSICA

5 Gum is about stimulating the senses and more adventurous tastes and experiences. Wrigley wanted to showcase this brand in a meaningful, unorthodox and culturally relevant way. To connect with Hispanic consumers and play to the passions embodied in 5 Gum’ brand identity, CMN created Vive Tu Música, a massive music reality show that went beyond one-note solutions to create dynamic engagement. Nothing stimulates the senses in a better than music, and the competition also gave unsigned bands and their own unique flavors and styles on a national showcase in front of celebrity judges including Daddy Yankee. While the campaign turned a relatively unknown band into a star, it also gave 5 Gum headline status. The reality show generated 200 million impressions, engaged 230 musicians and their fans and solicited 300,000 votes and 17 million page views. It also won big during award season, picking up the Best Tour Sponsorship Campaign at the Billboard Latin Music Conference Awards. Nothing sticks with consumers better than hitting their passion points. Vive Tu Música tapped into a rich vein of pop culture, but also introduced a new “voice” in a staid consumer category while giving fans and consumers ownership, inspiring brand loyalty.

NOTHING STICKS WITH CONSUMERS BETTER THAN

HITTING PASSION POINTS.

NOTHING STIMULATES THE SENSES BETTER THAN MUSIC


BUD LIGHT WORLD CUP VIEWING PARTY CMN CREATED FÚTBOL MANIA WHILE TAPPING INTO A WEALTH OF EXPERIENCE. IT WAS THE NEXT BEST THING TO GOING TO BRAZIL. The world’s biggest sporting event combined with Brazil’s “Carnival” heritage offered incredible opportunities to engage with soccer-crazed consumers, and gave Bud Light an opportunity to amplify it’s World Cup-themed advertising campaign. To succeed, experiential outreach needed to compliment the current message while connecting with passionate fans in an authentic way. From a kickoff block party in Miami during the opening Brazil-Croatia game, which featured a carnival float, samba dancers, freestyle soccer and capoeira stunts by the Fútbol Kings, to a VIP Party in Las Vegas for the final, CMN’s experiential events matched the frenzy felt by fútbol fans. The culmination of the campaign, a VIP party thrown at the trendy Rain Nightclub and the luxurious Palms Pool, featured celebrities such as Nick Cannon and Mario Lopez and treated 800 winners to an all-expenses paid party to end all parties. The official beer sponsor of the World Cup multiplied its message, gaining 100 million audience impressions and priceless live interaction via a series of 360-degree events. News features from earned media impressions with key placements, including live news coverage from Telemundo, ABC, CBS, NBC, FOX, and Despierta America, the #1 morning news program in the U.S. by way of Univision Network, as well as dozens of interviews with spokesmen, broadcast a real live Bud Light party to millions of consumers.

AUTHENTIC, REAL, PERSONAL ENGAGEMENT.


LIVE MUSIC

Music is a key component of Hispanic life and Hispanics are among the most enthusiastic consumers of music across a variety of genres regardless of acculturation level. Having roots in Mexico and various countries across Central America, South America and the Caribbean, Hispanics are diverse, speak multiple languages, and straddle multiple cultures. There is no single narrative that applies to those who identify themselves as Hispanic.

“ONE THING THAT BINDS HISPANICS TOGETHER IS A PASSION FOR MUSIC”


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THE AVERAGE HISPANIC SPENDS $135 ON MUSIC A YEAR. OVER HALF IS SPENT ON LIVE MUSIC. The average Hispanic spends $135 per year on music, considerably more than the average consumer, who spends $105 per year. Much of this difference is explained by Hispanics’ love of live music and a cultural tradition that values communal celebration. (Nielsen)


YOUNG HISPANICS BELIEVE MUSIC IS WHERE LATINOS’ INFLUENCE ON U.S. CULTURE IS GREATEST. With many Latin artists topping the U.S. music charts and working outside traditional Latin music genres, Hispanics are perceived as having more influence in this area than in any other. For many young Latinos, seeing Latin artists having such an impact on American culture in this way is a point of pride. (Tr3s Ipsos)


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53% OF LATIN MUSIC LISTENERS ARE MILLENNIAL The average Hispanic spends $135 per year on music, considerably more than the average consumer, who spends $105 per year. Much of this difference is explained by Hispanics’ love of live music and a cultural tradition that values communal celebration. (Nielsen)


MILLENNIALS ARE THE BIGGEST LIVING GENERATION. 15 MILLION HISPANICS ACCOUNT FOR 21% OF THEM. This year, the “Millennial” generation is projected to surpass the outsized Baby Boom generation as the nation’s largest living generation, according to the population projections released by the U.S. Census Bureau last month. (whom we define as between ages 18 to 34 in 2015) . "Millennials are a key component to the future growth of brands in the U.S. because they provide a higher lifetime value," said Roberto Ruiz, senior vice president of Univision's Client Development Group. "But when you zero in on culturally connected Hispanic millennials, you uncover an even more desirable consumer younger, more open to your messages, more connected and more social and influential.” (Univision PR)


Just 2 of the top 10 musicians among hispanic Millenials were not Latino (Beyonce and Drake). The others in the top 10 were Jennifer Lopez, Shakira, Jenni Rivera, Marc Anthony, Pitbull, Selena, Romeo Santos, and Daddy Yankee. ALL PARTNERED WITH CMN.

BRANDS ARE CONNECTING WITH MILLENIALS THROUGH LATIN MUSIC


Both first-generation (foreign-born) and second-generation 18-34s over-index in Latin music listening, with the foreign-born segment representing 58% of the audience and second-generation accounting for 28%. Third-generation Hispanics are a smaller piece of the audience (13%). (Tr3s Ipsos)

LATIN MUSIC STILL RESONATES WITH 2ND , EVEN 3RD GEN HISPANICS.


CLICK ON ANARTIST FOR A PREVIEW OF THE SHOW.

JUAN GABRIEL Spring

RICARDO ARJONA Winter/Spring

MARC ANTHONY Fall

CHAYANNE Spring

ALEJANDRO FERNÁNDEZ Spring

CAMILA Summer

JUAN LUIS GUERRA Fall

CMN 2015 TOUR LINEUP CMN PROVIDES EXCLUSIVE ACCESS TO LATIN MUSIC’S BIGGEST NAMES


GOYA 75TH ANNIVERSARY TOUR COMBINING CHARITY AND CELEBRITY, CMN HELPED GOYA BUILD UPON ITS ALREADY FORMIDABLE REPUTATION FOR GENEROSITY. The iconic, family-run food brand sought out an innovative way to celebrate its history and tradition during its diamond 75th anniversary, a signature event that spoke to its fans outside of the store and its legacy of charity. CMN fused charity and celebrity with a coordinated concert series built on big names, social responsibility and a grass roots, ground level awareness campaign. A six-city concert series with performing artists Marc Anthony, Ana Gabriel and Marco Antonio Solis commemorated Goya's 75th milestone anniversary and tapped into the goodwill generated by the brand’s pre-existing Goya Gives initiatives, which had given millions of pounds of food to national and international charities over the years. Combining charity and celebrity, CMN helped Goya build upon its already formidable reputation for generosity. Social traffic and airtime from Univision, Telemundo, People en Espanol, ABC, FOX and many other guaranteed more than 25 million consumer media impressions. Giving is an incredibly social and meaningful act. The most important aspect of Goya Gives was how it activated the audience and provided valuable media time to the act of giving, which combined with a total donation of 60,000 pounds of food to local charities, made a much bigger impression.

GIVING IS INCREDIBLY SOCIAL AND MEANINGFUL


LIVE SPORTS

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43% OF HISPANICS FEEL LOYALTY TOWARD SPORTS SPONSORSHIPS Compared to 28% non-Hispanic. Hispanic consumers take a more favorable eye toward sponsorships. Forty-three percent of Hispanics feel loyalty toward sports sponsorships and, what’s more, 41 percent of that demo is inclined to buy products offered by sponsors. (Nielsen)


CMN has produced over 100 soccer matches with the world’s premier fútbol clubs and national teams.

SOLD-OUT SHOWDOWNS

Notable matches in the past include: Argentina vs. Brazil ( June 2012) Argentina vs. United States (2011) Mexico vs. Argentina (1999, 2000, 2001) Copa Reebok (2000) Argentina vs. United States was completely sold out in just five weeks, becoming the fastest-selling soccer game ever in the U.S, outside of the 1994 FIFA World Cup USA and setting the MetLife Stadium attendance record.


CMN’s unprecedented partnership with the Argentine Football Association (AFA) includes the exclusive U.S rights to manage two-time FIFA World Cup Champion Argentina, featuring 4x FIFA Player of the Year Lionel Messi. With two matches scheduled in the United States, 2015 will see a showcase of talents from this monolithic team.

ARGENTINE FOOTBALL ASSOCIATION


WRIGLEY AND EL TRI FINDING THE CONSUMER’S PASSION POINT AND SPEAKING THEIR LANGUAGE. The iconic brand wanted to reintroduce Wrigley’s Extra, its flagship sugar-free gum, to the growing Hispanic market, but needed authentic, clued-in and committed communication to earn this audience’s loyalty for the long run. 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 game day. 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. Online sweepstakes prize redemption was 92%, a measure of the program’s success. The brand gained access to their target via one of the most successful sports brands in North America. 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.

GAINING ACCESS TO THEIR TARGET


BUD LIGHT CARNE ASADA TAKE A PROVEN TRADITION AND REFLECT IT THROUGH THE LENS OF HISPANIC CULTURE IN A CONTEMORARY WAY Bud Light needed to find a way to new way to retain and drive Hispanic consumers’ brand loyalty for the brand. Our creative strategy was to take a proven tradition, the tailgating experience, and reflect it through the lens of Hispanic culture in a contemporary way. The Bud Light Carne Asada Program touched on two passion points, NFL football fandom and grilling, and recruited chef and TV host Aarón Sánchez to oversee the Bud Light NFL Carne Asada Cook-Off Competition, which offered the winner tickets to Super Bowl XLVII. CMN created more sizzle and media coverage around this grill-off than Bobby Flay flipping burgers at Five Guys. Strategically plotting 50 tailgates in nine key Hispanic markets, the campaign ramped up over the summer and blitzed through the football season, playing off the natural compliments of tailgating and beer while delivering a truly unique twist. "Amigos y Carne Asada” served up serious results: nine million impressions, hundreds of new brand ambassadors 25,000 social media impressions and media attention from marquee shows such as Republica Deportiva. Like the progressive, knife-wielding chefs you’d see on Iron Chef, CMN demonstrated the excitement that comes from putting a novel twist on an old ingredient. Tailgating, the NFL and Bud Light are inseparable in the minds of consumers for a reason, which makes a coordinated marketing campaign that adds new spice to the relationship a natural evolution.

A NOVEL TWIST ON AN OLD INGREDIENT


DIGITAL

MUSIC IS THE #1 ONLINE ESCAPE FOR YOUNG HISPANICS. When they’re on the internet and looking to escape from the stresses of everyday life, music is by far the main type of content they turn to. At 38%, music is a much more common escape than TV shows/movies (14%); connecting with others via email, social media, Skype, or chat (14%); or “pretending I’m rich” (surfing first-class vacations, high-end retail, or mansion real estate, 14%). Music helps young Latinos relax and helps them cope with hectic schedules. Some said “it’s what keeps me in a peaceful state;” others say “music helps me get through the day.” (Tr3s Ipsos)


MULTICULTURAL LISTENERS ARE MORE LIKELY TO SHARE MUSIC Through Facebook, Twitter and email; Hispanics are more apt to ‘like’ and comment on Facebook posts from musical artists or bands, and more likely to retweet messages from their favorite artists. (Nielsen Music 360)


Now you can be part of the experience consumers hold close to their heart before, during and post event, extending the engagement and making dollars work harder.

FOR THE MOBILE USER


THANK YOU

ELENA SOTOMAYOR [email protected]

1459 W HUBBARD ST CHICAGO, IL 60642

312.725.5864

COPYRIGHT © CÁRDENAS MARKETING NETWORK