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Rethinking Strategies for Audience Engagement: Marketing to the U.S. Hispanic Community in Entertainment

By Josh Grijalva, VP, Multicultural PR

AGM _Magic_

  • On November 30, we kicked off the festive season in London with our very own pop-up pub in the heart of Soho: The Allied Arms. For one night only, we transformed a beautiful Victorian pub into The Allied Arms by re-branding the exterior signage as well as elements throughout the interior, including a floor mosaic, bar mats, coasters, pump clips and pint glasses (to be taken away as souvenirs, of course). The lead-up to the event included branded invitations and developing an RSVP website to hint at the night to come. We welcomed over 100+ clients and friends in the industry, for an evening of drinks, canapes, live music, and a DJ that kept everyone dancing until last orders were called. The event was a huge success thanks to the collaboration between our London and Dublin teams, especially Brand Experience and Creative, who conceptualised and executed the whole evening to provide our guests with a truly unique experience.

TL;DR

In a hurry? Here's our pick of the top news items of the week.

  • Nearly one-third of Americans (30%) have purchased a product from a brand founded by a social media influencer, with that figure rising to 53% and 47% for Gen Z adults and millennials, respectively. (Morning Consult)

  • Snapchat tests a new ad-free subscription tier. (Social Media Today)

  • Media stocks jump after report says Apple and Paramount are discussing a streaming bundle. (CNBC)

  • Lego's Fortnite collaboration is a masterclass in fan engagement. (Ad Week)

  • OOH advertising in Australia has surpassed pre-COVID levels, with ad bookings up 19.3% YOY in an overall market that was back 3.2%. (Media Week)

Audiences

  • Spotify podcast ads surged 40% globally, while time spent with video content almost doubled, according to the streaming platform’s 2023 Wrapped for Advertisers report. (Media Week)

  • The Grand Theft Auto VI trailer breaks MrBeast’s record for most YouTube views in 24 hours. (Tech Crunch)

Platforms

  • TikTok pushes further into streaming with new artist accounts. (The Verge)

  • The telecom giant Verizon announced a US $10/mo deal that includes the ad tiers of both Netflix and Max. (Hollywood Reporter)

  • Sky News will launch a streaming subscription service in 2024. (Media Week)

  • A24 is bringing its entire theatrical slate to HBO, Max and Cinemax. (The Verge)

  • Paid search remained the biggest driver of sales for retailers across Cyber Week (27% of online sales), followed by Direct (21%), organic search (17%), email (15%), and affiliates/partners (12%) (per Adobe Analytics). (LionTree)

Content

  • Netflix gets its biggest game release in December: Grand Theft Auto 3, Vice City and San Andreas. (The Standard)

  • Amazon Prime scores exclusive ICC cricket rights in Australia in four year deal. (Mi3)

  • Spotify revealed its annual Wrapped campaign for 2023, announcing the top-streamed artists, albums, songs and podcasts in addition to rolling out personalized stats for users on the platform. (Variety)

  • Sports betting app BetMGM will run a Super Bowl ad from new agency Highdive, a signal of the increased popularity of legalized gambling in the sports world. (Ad Age)

  • Beyoncé’s "Renaissance" was number 1 at the box office with a US $21M debut in North America in its opening weekend. (AP News)

_Tech_ _&_ AI

  • The Looking Glass Go is a folding holographic display that fits in your pocket. (The Verge)

  • Bing’s GPT-4-powered deep search takes its time with AI questions. (The Verge)

  • "ABBA Voyage" is making US $2M/week with an avatar band. (Bloomberg)

Location-based _entertainment_

  • The Albanese Government delivered on its election promise to safeguard Australia’s local TV industry, introducing new legislation overnight that would see free-to-air broadcasters handed advantages for their apps on connected TV and their bids for coveted sports broadcast rights. (Mumbrella)

  • UKTV announced its intention to launch 'U' next year - a new masterbrand that will unite its family of free-to-air channels and its free streaming service. (UK TV)

  • Pixar’s "Turning Red", "Soul" and "Luca" are getting theatrical releases in 2024 after initially debuting on Disney Plus. (The Verge)

  • Dallas Mavericks owner Mark Cuban entered into an agreement to sell a majority stake in the NBA franchise to the family that runs the Las Vegas Sands casino company. (AP News)

_Travel_ & hospitality

  • A Vegas to L.A. high-speed rail line secures US $3B in federal funding. (The Nevada Independent)

  • One of Las Vegas's most exciting new hotels just opened, and it's 10 miles off the Strip. Durango Casino & Resort, a Station Casinos property and AGM client, boasts amazing restaurants, a gorgeous pool, and stacked gaming offerings. (Travel and Leisure)

  • Students heading home for the season can now score flights for just US $25 thanks to a partnership between Amazon Prime and StudentUniverse. (Travel and Leisure)

  • Booking.com adds cruise content in partnership with World Travel Holdings. (Travel Weekly)

  • Disney Cruise Line is among the top performers in Disney's fiscal Q4. (Travel Weekly)

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