Showtime Networks, Inc. (SNI) has been a Pólvora client since 2004. In the past years they have made significant programming changes to deliver a more targeted offer for the bilingual/bicultural market. Pólvora was challenged with reaching this elusive audience, educating them about SNI's new programming and driving acquisitions.
Pólvora identified that a large segment of the U.S. Hispanic bicultural population was using social networks to stay connected to friends and family domestically and abroad. The Agency put together a SNI MySpace page, titled, "Mi Showtime" where users could interact, view and share Showtime properties and components, leading them to an acquisition. Media: Used 100% online media, selecting key portals and trafficking bilingual creative to capture this audience.
The MySpace campaign was the winner of an EMMA Award for Excellence in Multicultural Marketing. More importantly, it generated a 29.2% response rate from our acquisition landing page to the dedicated sales hotline.