Last year, UCI produced almost 50 major consumer events in cities across the country. This included the 15-market Copa Univision series, an amateur soccer tournament, and DJ@PJ, our annual search for great DJs tied to our youth awards show Premios Juventud.
I’m happy to report that today we are ramping up these capabilities with the launch of UCI Live, our new entertainment and experience platform, which organizes our efforts under one umbrella. Frankly, it’s a must when we’re committed to serving our customers holistically. The 2015 Yankelovich Monitor tells us that Hispanics are 32% more likely than non-Hispanics (76% vs 57%) to agree that “I am more likely to choose a brand if it exposes me to new sensations or experiences.” We want our fans to keep choosing us. Here’s what sets UCI Live apart from other experiential plays:
1. We know what makes Hispanic America tick.
We’ve been serving this consumer for more than 60 years, and with that comes a treasure trove of insights on what does and doesn’t resonate. For this reason, UCI Live will focus on entertainment (think celebrities, food and music) and sports experiences, two of the biggest passion points that drive Hispanics today. In fact, our first new franchise is a soccer world championship competition for elite players 12 and under. Stay tuned for more on this December 2017 televised tournament.
2. Our media portfolio helps experiences catch fire.
Speaking of “televised”…not many can say their events come with mass media support. But UCI Live is powered by the number one brand for Hispanic America plus the TV, radio and digital media that lights up that brand across the country. Our audience also tends to be very active on social media. This is why Fieston, our tailgating festival tied to major soccer events, has reached 21 million unique people and garnered 62 million impressions via social media over seven events since July 2015, according to internal sources
3. Our portfolio of brands has recently expanded beyond Hispanics to represent young, diverse America and its passions.
So, imagine a national comedy tour brought to you by The Onion, a Univision Creator’s Network College Tour or the next Innovation Exchange, hosted by our friends from Gizmodo group. Our digital brands have built up fans.
An April 2016 Mintel report said: “Experiences are the ultimate brand activation as they provide an opportunity to foster a deep connection, which can engender brand loyalty.” In other words, brands thrive when they go live. We want this for our brands, and our partner brands, too.