NBA reaches out to Latinos

Share this article:
The NBA's objective was to increase its growth in Hispanic markets
The NBA's objective was to increase its growth in Hispanic markets

Client: NBA
Vendor: Bromley Communications (subsidiary of Publicis Groupe)
Objective: Increase growth of the NBA in Hispanic markets.

The NBA launched a Spanish-language league website, éne•bé•a (NBA in Spanish), in October 2009, aimed at building its presence in the Hispanic market.

But éne•bé•a was not the NBA's first attempt to reach out to the Hispanic community. “We've been doing this since 1995,” says Saskia Sorrosa, VP of multicultural and targeted marketing at the NBA. “That's when we opened the Miami office to target our Hispanic and Latin American audiences. And 2000 is when we launched the first Spanish language website,ñol.”

Brands struggle to maintain multicultural e-commerce portals

Despite the increasing multicultural nature of the U.S. population, brands have difficulty maintaining websites specifically designed for multicultural e-commerce.

Click to read full feature.

Three seasons ago, the NBA noticed that numbers for its Hispanic market had stagnated. Hispanic viewership was not growing at the same pace as the Hispanic population.

STRATEGY: After researching the problem, the NBA discovered that its Hispanic marketplace enjoyed being recognized but not singled out. Becauseñol was solely devoted to Spanish speakers, the league had trouble connecting with them. With the assistance of the NBA's Hispanic AOR, Publicis Groupe (subsidiary of Bromley Communications), the league launched éne•bé•a.

The most important thing the NBA learned when researching its Hispanic customer base was that the community was bilingual. “Prior to that, (ñol) was just Spanish-language,” Sorrosa says. “There's a specific way they like consuming the content.”

Sorrosa noted that the NBA's Hispanic community often consumes content from its English-language site, and the éne•bé•a site currently fields content geared to a bicultural community; while much of the text on the site is in Spanish, for instance, the videos and recaps are often in English. Additionally, éne•bé•a has unique articles written in both Spanish and English and features notable basketball players with Latino roots. The éne•bé•a site also has its own Twitter and Facebook pages.

RESULTS: From December 2011–March 2012, Hispanic viewership of NBA games increased 10% to slightly less than 10.4 million, compared with last year. During the 2012 NBA All-Star game, éne•bé•a on Facebook gained 12,000 followers (the NBA's promotion of National Latino Month in March also increased awareness). Finally, merchandise associated with the Noche Latina campaign, during which players wear uniforms with the team name spelled as it's spoken by the Hispanic community (for instance the San Antonio Spurs become Los Spurs) increased 104% versus the previous season.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Complexity's What Marketers Got, Simplicity's What They Want

Complexity's What Marketers Got, Simplicity's What They Want

Customer insights managers want campaign management tools to remain easy to use, even as they up their games with multi-layered campaigns. Uncorks New Digital Marketing Opportunities Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.