To kick-off 2015, we welcomed a new client into our AC&M family: NBC Universo. Formerly mun2, NBC Universo is the Spanish-language branch of the NBC media conglomerate, bringing viewers everything from the Barclays Premier League to TV series to NASCAR. The launch of the NBC Universo rebrand on February 1 brought with it opportunities to redefine the network to create communities that best serve what Hispanics want from Spanish-language programming, specifically when it comes to sports.
We started our NBC Universo campaign with a bang, by managing and executing a full-fledged social media takeover during NBC Universo’s premiere broadcast of Super Bowl XLIX.
Greg Bortkiewicz, our Soccer Account Executive in charge of the NBC Universo account, gave us great insights into how this partnership began, the success we had during the Super Bowl, and how we will continue to forge a powerful partnership with NBC.
AC&M: Why is AC&M a great match for helping NBC Universo with their marketing efforts?
GREG: Before switching from mun2 to NBC Universo, there were no separate social media accounts dedicated to sports content. Following our analysis and recommendations, we have created and are now managing Facebook, Twitter and Instagram accounts just for sports, while also helping with the YouTube channel.
AC&M: How will we be helping NBC Universo? What specifically are we doing?
GREG: We’re helping NBC Universo with their social media efforts related to sports. AC&M’s experience and expertise in Hispanic and sports marketing makes us a natural fit to establish and manage these communities on behalf of NBC. We are helping manage various social media, including YouTube, developing content ideas, running special campaigns like we did for the Super Bowl, producing a social media guidebook, and providing in-depth trend analysis, statistics, and more.
AC&M: How did AC&M help NBC Universo with marketing efforts around the Super Bowl? GREG: The Super Bowl was on the same day of the official launch of NBC Universo, so we developed a campaign to promote both messages. It was designed to appeal to both hardcore and casual fans of the NFL, and included infographics, debate questions, interactive quizzes, videos, and paid promotions.
AC&M: Were these efforts successful? What contributed to the success?
GREG: It was a big success. The previous record for Super Bowl viewers watching the Spanish broadcast was around 500,000, but over 1.1 million people watched the NBC Universo broadcast this year. We had regular posting throughout the campaign, with two people managing all social channels to maximize reach on Super Bowl Sunday.
— NBC UNIVERSO (@NBCUniverso) February 2, 2015
AC&M: How will AC&M continue to help NBC Universo be successful in the Hispanic sports network marketplace? GREG: AC&M has a unique understanding of the Hispanic and sports markets, and a track record of successful campaigns within these markets. Our team will continue to develop creative ideas for engaging content, while providing extremely detailed analysis that allows us to pinpoint what has and what hasn’t been successful to ensure maximum effectiveness for future campaigns.
Welcome to the AC&M Team, NBC Universo! We are incredibly excited about this budding partnership that has already brought big returns, and is sure to bring plenty of future success in campaigns to come.