In a bid to draw multi-lingual viewers to view most of their content online, DirectTV has curated YAVEO. The service, which isn’t available outside the U.S., will stream TV shows, on-demand movies, children, and sports programming over the internet to PCs, MACs, and Android-devices. A price tag of $7.99 monthly without the requirement of a DirectTV subscription ensures it will be a hit among its target audience.
AT&T is awaiting approval for is $48.5 billion acquisition of Direct TV; The purchase is being used to expand its pay-TV, internet, and wireless service throughout Latin America. Direct TV owns 41% of Sky Mexico–Mexico’s largest satellite TV provider.
Internet-TV based packages give customers expanded options as more people begin to watch content via personal computers and increasily, mobile devices. As major companies seek to grow, they are looking to cross-cultural, dense markets to secure new footing. YAVEO sits among of growing list of pay-TV services that target segmented, multi-cultural customers.
Kudos to Cheerios for bravely taking a step into the new multiculturalism that already shapes America’s population, but is rarely portrayed in media.
In less than 72 hours, Cheerios’ “Just Checking” commercial racked up 300,000 views on their YouTube channel (now close to 3 Million) and pulled the sheets off of America’s closeted, racist underbelly. Following suit of the other spots in the campaign, “Just Checking” innocently features a child interacting with her parents. The pot-stirring difference appears to be the ethnicities of the multiracial daughter, Anglo-(looking) mom and African American(-looking) dad. So stirred was this pot of discrimination, so visceral the comments left by trolls, that Cheerios decided to disable its comments on this video, proving that with progress does not often come without resistance.
Gawker.com has continued the dialogue on their message boards, where you can read (or chime in) on both sides of this heated and storied debate. Even Ad Age wrote a post on the breakfast cereal that was socially shared more than 600 times within hours of its posting.
Our own Shaherra Rolen commented that for the first time in recent memory, she saw a commercial image that resembled her own multi-racial family. She stated:
It’s great to finally see a commercial that is relatable to me, a wholesome family that just happens to be multiethnic. Growing up I didn’t see a lot of mixed people fully represented on television. Even now, the family structure is still shown as two parents of the same ethnicity. I’m so glad to have had my bowl of Cheerios this morning and will do more to support General Mills products.
In your opinion, do you think Cheerios and General Mills took a brave step into the new multiculturalism, or did they try too hard? And how do you think this will affect the casting of future American TV spots?
Justin J. Jordan
June 5, 2013 in ArtistDirector, FOOD, JUSTIN J., MEDIA, TARGET AUDIENCE
Tagged adage, African-American, cheerios, gawker, interracial, marketing, multicultural, multiculturalism, Multiracial, racist, youtube
I have something to say. Yes, it’s important, but how will it apply to you? How strong is the message and why would you want to hear it? It’s true that what I have for you is vital to the growth of your business, but how am I going about getting the message to you?
It all starts with knowing your target audience. This point has been stressed over and over. Let’s explore it it once again, but from a different perspective this time. If you want the most bang for your buck, meaning if you want to reach the majority of your audience at one time, go to where they are. You wouldn’t look for a basketball player at a polo match. It seems so simple, but yet this detail is commonly overlooked.
How many times have you seen a commercial that just didn’t seem to fit the station or show? It’s like showing women’s feminine products on an all sports television station. While women do watch sports, you will probably capture more of your audience on WE TV or on Oprah’s channel, OWN.
Your commercial may not be one size fits all. Is your product? Do only men of a certain race shave? Do all women use the same type of shampoo? What you want to convey to your audience is important. How you convey it is even more important. Here are some questions to remember:
* What appeal do you want to have and how do you want your target audience to respond?
* How relatable is your marketing effort to your target audience? (something that is familiar to them)
* How realistic is your approach? (Target audience picturing themselves in the need for your product/service)
* Are you using the right avenues? (Tv, print, radio, billboards, social media)
* Are you at the right place at the right time? (Radio commercial for quick carryout meals at a restaurant between 5-7pm)
Although what you’re saying is important, how you’re delivering the message is the difference between having a video online and one going viral.
Millennials, those born between 1979 and 1993, are a generation of optimistic leaders, more concerned than previous generations about making a difference in the world they’ve inherited. However, according to a new study released by IMAGES USA and The Futures Company, the coming together of Yankelovich, Inc. and Henley Centre HeadlightVision, a closer look shows African American and Hispanic millennials surpass their White peers regarding concerns with community involvement, and their ability to effect positive change in the world.
While the study, the first of its kind targeting the multicultural millennial, finds 81 percent of millennials feel the severity of world events are causing them to get more involved in effecting change in the world, African-American and Hispanic millennials are more motivated to make those changes than Whites of the same age. Taking a closer look the study shows African American (84%) Millennial males are more interested than White (58%) Millennial males in getting involved with their communities.
“Multicultural Millennials: The New Generation Coming of Age,” based on data from The Futures Company’s 2009 millennial poll of 2,500 consumers, explores the degrees to which multicultural millennials, also known as “Generation Y,” differ from their White counterparts regarding community, the environment, economic issues, retention of cultural heritage, and consumer trends. Read more.