MTVTr3s, Comcast, TW Team on Sweepstakes
Laura Martínez -- Multichannel News, 2/5/2008 3:14:00 AM
Quinceañera fever is on the air (and online). On the heels of the Mun2/WWE ultimate quinceañera sweepstakes (Hispanic TV Update, 01/16/2008) comes “Quiero Mis Quinces Sweepstakes,” an ongoing partnership between MTVTr3s, Comcast and Time Warner in key markets to give away more than $60,000 that six young girls can spend towards their quince (15th) celebration party. In addition to the cash giveaway, each winner will have her Quinceañera party broadcast on MTV Tr3s On Demand later this year.
Participating cable operators are Comcast in New Mexico, San Francisco and Miami; and Time Warner in San Antonio, Southwest Texas and Dallas. The contest is open to anyone who signs up for the local cable operator’s special offer or visits the local cable operator’s Web site through the end of March.
“We like to think of this as a lot more than just a sweepstakes,” said Mike Joseloff, vice president of MTV partner marketing. “We are also taping the entire event and putting it on local VOD,” he added. And for the local cable operators, he said, the campaign is also good for business, as it helps them drive acquisitions, upgrades and the use of video-on-demand services. “Some of them are actually using it to sell a full bundle,” he said.
Besides providing the actual cash (approximately $10,000 per market), MTV Tr3s has produced spots that it offered the local operators to drive awareness and visibility. “The distributors are really focused on the young Latino market […] we hear that this market is critical to their business,” said Joseloff.
The sweepstakes, which first kicked off in November in Albuquerque, New Mexico, is now rolling out in San Antonio and the Bay Area and will soon move into Southwest Texas, Dallas and then Miami. The first winner is yet to be notified, perhaps as soon as this Friday.
MTV Tr3s, which is currently seen in 6.2 million Hispanic TV households and 31.9 million total TV households, has been very proactive programming specials related to quinceañera parties; from the weekly airing of the MTV Latinoamérica-produced Quiero Mis Quinces reality show, to hosting a special social network (15.mtvtr3s.com) targeted to 14-16 year-old Latinas.
