With Shakira at the center, Univision Communications Inc. has kicked off its national promotional campaign in support of its multimedia coverage of the 2010 FIFA World Cup from South Africa.
Under the umbrella heading "La Pasión del Mundial" ("The Passion of the World Cup"), Univision hopes to engage soccer fans all across the U.S. through various promotional efforts in print, outdoor media and in-theater advertising, as well as its own television, radio, online and mobile platforms.
In movie theaters across the country, a spot features Shakira sings "Waka Waka ("Esto es Africa/This Time for Africa"), the official 2010 FIFA World Cup song and Univision's theme for all of its coverage of this world-class event. The 30-second spot melds images of the artist, exciting soccer moments and the cultural richness of the host country of South Africa. Check out the spot here.
Shakira also will play an integral role in Univision Network's on-air campaign for its coverage of the tournament. The singer recorded exclusive promotional spots that invite viewers to live the passion of the FIFA World Cup and are scheduled to run for the duration of the tournament. Shakira will appear in the opening pre-game segments for all of the 64 matches broadcast across Univision, TeleFutura and cable service Galavision, which will air encores of the games.
The advertising campaign also extends to print outlets and outdoor media, featuring the ultimate soccer fan who encourages all to live the FIFA World Cup experience on Univision with the "Don't Just Watch It, Feel It!" theme. The outdoor campaign includes billboards, signage at metro stations and bus posters in major markets across the country, including Los Angeles, New York, and Miami.
Print ads are scheduled to run in major newspapers across the nations, including titles in New York, Los Angeles, Miami, Chicago, and Houston.
"Throughout the course of 30 emotion-filled days, fans across the globe will unite in one language - passion - and here at Univision we speak their language like no other media company can," said Alina Falcón, president of News, Univision Communications Inc., in a statement. "Our promotional efforts under the umbrella of ‘La Pasión del Mundial' reflect just that and are an invitation to all viewers to join us for unprecedented access to this highly-anticipated event, as if they were in South Africa."
The value of the campaign was not disclosed.