Will the campaign have print extensions (ESPN Deportes La Revista)?
Jay Mathews: No. In addition to working with ESPN Deportes on pre-production, we will air five commercials during each episode as well as promote the partnership through radio. We will also have prominent visibility online at www.frentealreto.com, which is a micro site that was exclusively created for the series. Portada: In what way do you think your first “Hispanic campaign” differs from other campaigns you have done in General Market? Jay Mathews: Degree Men has been involved within the Hispanic market for some time but via more traditional campaigns. Last year, we raised the bar by creating a partnership with Soccer United Marketing (SUM) as the Official Antiperspirant/Deodorant of the Mexican National Team (MNT) and Major League Soccer (MLS). This partnership is part of the brand’s “Siempre Enfrenta El Reto” 360 campaign, which is soccer-focused and centered on the theme of facing challenges during high intensity, make or break moments. For the General Market, we have also focused
