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MILWAUKEE -- Major beer brand Miller Lite yesterday launched its first-ever Hispanic Web site, as part of an overall sponsorship of the 2007 CONCACAF Gold Cup tournament.
MillerLiteLatino.com will be the brand's online hub, and will house all future Miller Lite Hispanic promotions, interactive content, product information, and advertising.
Miller Lite has also developed a special online experience specifically for Hispanics, Mission: Futbol. To help promote Mission: Futbol, the company has formed a strategic alliance with Yahoo! Telemundo. From May through July, the brand will provide content and have an advertising presence on the Yahoo! Telemundo Juegos and Yahoo! Games sites, as well as on Yahoo! Telemundo's Copa de Oro mini-site.
"This new site and interactive content links directly to the theme for many of Miller Lite's Gold Cup program initiatives -- United with Passion (Unidos con Pasion)," said Dave Dixon, Miller's senior director of Hispanic marketing, in a statement. "The Yahoo! Telemundo alliance is a natural fit for this program, as it will quickly bring together fans from throughout North and Central America, the Caribbean, and the U.S, providing the ideal springboard for the rest of our Gold Cup activities."
Online gaming is an emerging trend among U.S. Hispanic consumers, according to Adam Chandler, executive director, U.S. sales, Yahoo! Telemundo.