Verizon's FiOS Kicks Off World Cup Marketing

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World Cup fever hasn't eluded
Verizon Communications and its FiOS TV platform, as the company gears up for a
soccer-infused summer.

Among the telco's marketing
efforts is "Reportero Verizon," a contest launched in partnership with
Univision Television Group to choose one Spanish-speaking soccer enthusiast to
report live from Univision's coverage of the 2010 FIFA World Cup live in South
Africa. After a series of auditions across the U.S., a final winner is expected
to be announced May 30. The winner will report live starting June 11 and
through the end of the Cup on July 11.

The Univision partnership is
only part of a bigger push to bring the World Cup to Hispanics via different
media, including mobile, online and television, said Verizon multicultural
marketing manager Ismael Hernandez.

A separate, ongoing effort
invites FiOS subscribers to take part in a contest to host a World Cup Final
viewing party (http://www.houseparty.com/fiosbatalla). According to Hernandez,
customers can apply to host a viewing party on July 11, the last game of World
Cup. Verizon will sponsor up to 1,000 simultaneous parties by supplying
hosts with a "party pack" that includes inflatable soccer balls, plates, cups,
napkins, clappers and even microwave popcorn. The ultimate goal, however, "is
to showcase the clarity of the Verizon FiOS image and encouraging subscribers
to the company's referral program, Share the Network," said Hernandez.

FiOS TV, which celebrates its
fifth birthday in 2010, has notched about 3 million subscribers.

In
the Hispanic arena, Verizon this year made its Hispanic tier, La Conexion, available
as part of its triple-play bundle. High-speed Internet service, phone and a mix
of 177 English and Spanish-language channels are available to subscribers for
$99.99 per month.

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