News and Views

Inside Spectrum’s Multicultural Marketing Strategy to Stream Exclusive Ozuna Concert

Charter’s Multicultural Marketing team strives to produce culturally relevant and breakthrough creative campaigns to drive business goals and generate customer excitement.

Their latest endeavor launches September 5 on Facebook Premiere - an exclusive concert featuring Latin Music superstar Ozuna, presented by Spectrum MobileTM - a campaign intended to meet a key business strategy of targeting Hispanic consumers where their passion lies. The concert is for subscribers and non-subscribers of Spectrum services and will be streamed on Facebook. 

“Targeting multicultural consumers is a business imperative for Charter. It’s within the fabric of our company, across every department,” said Marisol Martinez, Vice President of Multicultural Marketing at Charter. “In April, when we realized that in-person concerts were not going to be taking place due to the pandemic, we said what better way to target Bicultural Hispanics by presenting an exclusive online concert event featuring Ozuna in partnership with Spectrum Mobile.”

Tapping into Cultural Passions

Research shows that Latino consumers are avid streamers that make heavy use of social media to access content - in particular music. That key interest combined with a mobile-first inclination created a perfect opportunity for the Ozuna collaboration.

“Music is one of the passions of Hispanic consumers. It’s embedded in the culture. It’s a way of connecting with people,” said Martinez. “Ozuna is a vehicle to help us connect with the younger millennial Hispanic consumers, who are the key influencers and drivers of technology.”

Meeting Latino Millennials On-the-Go

Latino millennials in particular are tech savvy as a consumer segment and make up a substantial share of the Hispanic market given that many are also first or second generation born in the U.S. Hispanics represent over 10 million households across the company’s 41-state service area

“For us, this is a great organic relationship; to partner with Ozuna and have him represent the Spectrum Mobile brand - and to drive awareness of Spectrum’s Mobile relevant benefits such as Unlimited calling to Mexico and Puerto Rico. In addition, this allows us to connect with our customers in a timely way by bringing them something that they have been yearning for in the absence of in-person concerts.”

The concert continues Spectrum’s collaboration with the Latin trap singer since earlier in 2020, promoting our advanced broadband connectivity services, including Mi Plan Latino, which offers one of the most robust Latino-focused packages of any major cable provider, with more than 140 channels in English and Spanish, and Spectrum TV’s Latino View tier, which features more than 75 channels in Spanish.

Fans will be able to re-watch the concert on Spectrum’s Latino Facebook and YouTube channels.

To learn more about the exclusive concert, visit Spectrum.com/ozuna.