8/12/2019 May Social Briefing

1/35

MAY SOCIAL BRIEFING

MAY 2013

8/12/2019 May Social Briefing

2/35

THE FANS ARE COMING

2

8/12/2019 May Social Briefing

3/35

PHASE 2 PLAN

8/12/2019 May Social Briefing

4/35

NEW CHALLENGES:

REDESIGNED FACEBOOK FEED

4

8/12/2019 May Social Briefing

5/35

HOW DO WE CONNECTWITHTHE TARGET?

KNOW WHO THEY ARE.UNDERSTAND WHAT MOVES

THEM.

8/12/2019 May Social Briefing

6/35

REMEMBER, HISPANICS SKEW YOUNG

89% of USH on Social Mediaare between the ages of 18-29

- Pew Research Center

8/12/2019 May Social Briefing

7/35

FACEBOOKS TOP 4 REASONS PEOPLE SHARE

1. Build identity2. Help others3. Make their lives easier

4. Build relationships

8/12/2019 May Social Briefing

8/35

A TARGETFRAME OF MIND

8/12/2019 May Social Briefing

9/35

9

WASHINGTON HEIGHTS

8/12/2019 May Social Briefing

10/35

MTV knew Hispanic viewership was on the riseso they wanted to create a showthat tapped into that audience. J ersey Shore was a big success but created

negative stereotypes about Italian Americans. This time they wanted to film ashow that captured the unique cultural fabric and diverse character groups within

US Hispanics.

- Vibe Magazine, March 2013

8/12/2019 May Social Briefing

11/35

A PORTRAYAL OF THE REAL US HISPANICS

Diverse personas representinglifestyles and environmentalinfluences that are prevalent inUS Hispanic culture

Personalities that tie to each ofthe pillars of AT&Ts contentstrategy

The shows audience correlateswith our AT&T Latino target.

8/12/2019 May Social Briefing

12/35

JIMMYJ immy dreams of a professionalcareer in baseball, but the oddsare stacked up against him.

Things in life havent been easyfor him, but he counts on thesupport of his grandparents andextended family. Despite hissituation at home, J immyskeeping up with the latest inentertainmentand always on topof his game.

8/12/2019 May Social Briefing

13/35

FRANKIE

Frankie might be little, but she's got a big

personality and big dreams. She knowstechnology can help her accomplish alotin the classroom and keep her closerto whats important friends and family.

8/12/2019 May Social Briefing

14/35

Reyna is known as a fiery diva who doesn't shy awayfrom trouble. Her infectious laugh and joie de vivre

embody her creativity and celebration of Latin culture.

REYNA

8/12/2019 May Social Briefing

15/35

JPJ P represents the Heights through and through. He is the undisputedpeacekeeper, motivator, and glue behind this tight-knit group of friends.When he's not putting out fires and making sure his friends stay on track whilepursuing their respec tive dreams, he's chasing his own goal of making it big inhip-hop.JPs got the hook up.

8/12/2019 May Social Briefing

16/35

Eliza may not be from theHeights but theres no doubt

shes got a big heart forJ immy and her circle of

friends. She is the voice of

reason and her advice isindispensable. You can

always count on Eliza tomake the right decision even

when it may not be so easy.

ELIZA

8/12/2019 May Social Briefing

17/35

Technology

ConnectionEntertainment

Connection

Cultural

ConnectionFan

Connection

Social

Cause

Frankie J immy ElizaJ PReyna

8/12/2019 May Social Briefing

18/35

HISPANIC INSIGHTS

AS A LENS FOR

CONTENT CREATION

8/12/2019 May Social Briefing

19/35

La vida es un

carnaval. Y es mas

bello vivir cantando Celia Cruz

8/12/2019 May Social Briefing

20/35

Family. Across the

world or down the

street, but always in

my heart.

20

8/12/2019 May Social Briefing

21/35

Thats How We[Latinos]

Do It.

21

8/12/2019 May Social Briefing

22/35

Everything isbetter when

its shared.

22

8/12/2019 May Social Briefing

23/35

YOLO!

You only live

once.

23

8/12/2019 May Social Briefing

24/35

My style is an

expression of who

I am and what Irepresent.

8/12/2019 May Social Briefing

25/35

MAY THEME: BIG CITY, BRIGHT LIGHTS

8/12/2019 May Social Briefing

26/35

The sun is setting on this fast paced c ity. A group of friends areplanning a night out on the town living life in the fast lane. There

are no specific plans but theyll see where the night takes them.

Open for anything, theyre feeling free, celebrating theiraccomplishments and enjoying life. Its about becoming who

youve always wanted to be.

8/12/2019 May Social Briefing

27/35

HOW IT COULD COME TO LIFE

8/12/2019 May Social Briefing

28/35

28

Millions From One

Dont Text & Drive

GPS

Check-In

Pin Your Location

Shazam YourFavorite Song

Karaoke Stopover

Sweepstakes

Mobile Vision Board:Where Do You GetInspiration From?

What Foods RemindYou of Home?

Cinco de Mayo

Experiences That MoldUs: Latino-ism

Mothers DayUnity Among

Hispanics

CubanIndependence Day

Dialects

May Revolution Day(Argentina)

Memorial Day

Hispanics Different ButSimilar

Discover Your City

Night Out Playlists

ExploreNeighborhoods

Best Saturday NightIdeas

William Levy

La Voz Nios

The Latino Way to.

MAY CONTENT ROADMAP

8/12/2019 May Social Briefing

29/35

Launch a sweepstakes toengage the brands loyal

audience, attract new fans,and advertise the new

Riverside.

CREATE MEMORIES

8/12/2019 May Social Briefing

30/35

NEXT SEASON

8/12/2019 May Social Briefing

31/35

JUNE: SOL, PLAYA Y ARENA

8/12/2019 May Social Briefing

32/35

JULY

8/12/2019 May Social Briefing

33/35

AUGUST: BACK TO SCHOOL

8/12/2019 May Social Briefing

34/35

LIKE THE BRIEF?

LETS MAKE IT HAPPEN

8/12/2019 May Social Briefing

35/35

OH. AND ONE MORE THING.ABOUT OUR PHOTOGRAPHY

LETS BE ORIGINAL?