Le Lézard
Classified in: Science and technology
Subjects: HSP, BFA

Tecate Light Invites Consumers on "One Bold Night" with their Iconic Black Eagle


NEW YORK, June 22, 2015 /PRNewswire/ -- Today, Tecate Light, the Mexican light beer with full flavor, debuted the latest chapter of its "Born Bold" campaign in the form of the short film, "One Bold Night."  Delivered in four easy-to-watch 60-second episodes, the new films depict the iconic Tecate Light Black Eagle experiencing an epic night from gritty, basement boxing match to penthouse party, all shot from the point-of-view (POV) of a friend's mobile phone.

To further engage their consumers, Tecate Light fans 21 and older are invited to continue where the film left off by submitting photos of their boldest night out with friends. The best photos submitted through the brand's Facebook and Twitter channels using #OneBoldNight will be transformed into branded social media posts, with consumers competing for the most "likes" and "shares."  The winner will receive a bold party from Tecate Light for them and friends, which will be filmed, edited and released as the epic conclusion to the "One Bold Night" film.

Directed by Todd Bellanca, and created with Saatchi & Saatchi NY, "One Bold Night" is the newest component of the "Born Bold" campaign, and continues the flight of Tecate's Black Eagle that began earlier this year on TV.  The new film complements the brand's on-going social engagement strategy to create culturally relevant content, delivered in bold new ways that resonate with their bi-cultural Hispanic audience. It is pushing these boundaries through the use of YouTube's new Playlist Card platform for the debut - making Tecate Light the first Hispanic and alcohol beverage brand to use this innovative technology introduced earlier this year as an evolution to YouTube's existing "annotations" feature.

"Much like Tecate Light's Black Eagle, bi-cultural men were born with an extra something, and it's that bold x-factor that comes to life in both the content of our new 'One Bold Night' short film, as well as the way we're debuting it," said, Belen Pamukoff, Brand Director of Tecate. "Filmed using the increasingly popular POV-format, we're excited to see how the use of the new technology from YouTube translates to our audience, who we know heavily consume content on their second screen."

The decision to go bold, and give the film extensions in YouTube plays into the brand's overarching digital strategy to target its bi-cultural Hispanic consumer in the places they frequent most often. According to Nielsen's Q2 2014's Cross-Platform Report, one of these places is mobile technology, with Hispanics spending more time consuming digital video, downloading apps and surfing the web on their smartphones than the rest of the U.S.  This decision was further reinforced through a 2014 ComScore study, which found that Hispanics over index on technology.

"One Bold Night" can be viewed in its entirety by visiting Tecate's YouTube page.  

About Heineken®

HEINEKEN USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. HEINEKEN USA is also the exclusive USA importer for the Tecate Franchise, Dos Equis Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA -sponsored Taxi Magictm application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.

Contact:
Bjorn Trowery
Heineken USA
btrowery@heinekenusa.com
914-681-4138

Kasey Farrar
BRAYA
Kasey.farrar@brayaus.com
914-255-1037

You never know who you'll meet on Tecate Light's One Bold Night short film.

Photo - http://photos.prnewswire.com/prnh/20150621/224560

SOURCE HEINEKEN USA Inc.


These press releases may also interest you

at 09:05
Majesco , a global leader of cloud insurance software solutions for insurance business transformation, today announced that its annual customer conference crushed attendance records, growing nearly 50%. Attendees included...

at 09:00
Grover Gaming, Inc., a leader in electronic gaming design and software development, announced this week that it had surpassed $100 Million in monies raised for charity through their charitable gaming partners. Over One...

at 09:00
Kenko Tokina, Japan's leading manufacturer of premium camera accessories, is releasing the Tokina FiRIN 100mm F2.8 FE Macro lens for Sony Full-Frame E-mount cameras. Distributed in the US exclusively by Kenko Tokina USA, based in Huntington Beach,...

at 09:00
LexinFintech Holdings Ltd. ("Lexin") , a leading consumer finance platform for educated young adults in China, unveiled widening product and partner network at its Lexin Partner Conference 2019, as part of its efforts to further capture the huge...

at 09:00
Unistream Bank has become a member of the Russian Union of Industrialists and Entrepreneurs (RSPP). Unistream can now actively participate in solving economic problems and creating an effective business environment. "RSPP is a well-respected...

at 09:00
Stanton Optical understands just how valuable time is for its customers, that is why it's open Monday-Saturday 9-7pm and even open on Sundays from noon-5pm. The new store, located at 120 W Town Square Way, Suite 700 will be the seventh store in...



News published on 22 june 2015 at 08:30 and distributed by: