Mirriad and Tecate beer partner to enhance in-content advertising
May 13 2021: We’re excited to release a new study outlining the success from a January 2021 partnership with Mexican beer brand, Tecate. The Kantar backed research found that overall, 76% of consumers said the campaign made Tecate more appealing to them.
The beverage brand turned to Mirriad’s in-content advertising solution to embed their brand into content and expand their marketing into music videos; relying on Mirriad’s newly launched Music Alliance – a specialist division dedicated to growing creative and financial opportunities for artists by placing brands into visual music content. As marketers look to engage audiences in an era of ad avoidance, the Music Alliance allows them to weave their brand imagery into artists’ music videos and connect with fans in an authentic way, in the content they’re choosing to watch.
Mirriad’s pioneering, patented AI technology scans content for its emotional register moment by moment, allowing brands to appear in exactly the right place at the right time – and critically with the right audience. This bespoke technology allows for advanced targeting that authentically connects brands with customers at scale – a huge leap forward for the adverting industry.
Using Mirriad’s technology, Tecate seamlessly embedded brand signage and product throughout Regional Mexican artist Giovanny Ayala’s hugely anticipated release, ‘Pa’ Que No Te Anden Contando’ (2.5 million views on YouTube and counting) distributed by music label Gerencia 360. Research conducted by Kantar demonstrates the strength of the product and signage embeds in driving key brand KPI’s.
Tecate wanted to highlight both their product and signage to promote their tagline, “Mexico is in us,” within Regional Mexican music, a genre popular amongst their Mexican American customers. Mirriad’s close partnerships across major labels and independently owned Hispanic labels meant that Tecate were presented with over a dozen Regional Mexican videos set to release within their campaign window. Once the video was chosen, Mirriad was able to execute this initiative within hours of the scheduled release, which is completely unprecedented.
“We’re thrilled to have collaborated with Mirriad, tapping this cutting-edge technology to create relevant engagement between Tecate and Mexican music and culture,” says Oscar Martinez, Tecate USA Sr. Brand Director. “Our largely Mexican American consumer base embodies a maverick spirit, and the integration of this content into Giovany’s music video was a win-win for everyone.”
“Coming out of the social movements of 2020, and only going stronger in 2021, it’s refreshing to see more companies leaning into multicultural consumers by allocating large advertising budgets to diverse content that resonate with these communities. Mirriad not only gives brands access into multicultural content, but also works to ensure brands are woven into the right contextual moments, in a way that feels authentic to the viewer,” says VP of Brand Partnerships at Mirriad, Maria Teresa Hernandez.
“We’re really excited to see this latest research that supports what we’ve known for a long time around Mexican American consumers and their purchasing power. We look forward to continued work with other brand partners and Mirriad using this creative and innovative technology to reach audiences,” says Luis Del Villar, CEO of Gerencia360. “Giovanna Ayala is a Tecate fan and honored to have the brand support his artistry.”
“Tecate empowering Regional Mexican artists is a great example of an authentic partnership of brand and genre that will only strengthen the relationship with their loyal audiences,” adds Hernandez.
Mirriad’s award-winning in-content advertising solution creates new advertising inventory for brands. The stock exchange listed firm digitally place brands and their campaigns into existing content—including films, TV shows and now music videos. They were originally founded to create special effects in feature films, namely Black Swan for which they won an Academy Award. Mirriad’s campaigns are set apart due largely to their AI-targeting capabilities which include the ability to scan content for emotional register to find the most impactful and effective moments for brands to appear in the content their audiences are already choosing to spend time their in. Mirriad currently operates in the US, Europe and China.
Born in the bicultural borderland of Baja California, Mexico, TECATE® embodies the unapologetic energy of Mexican-Americans in the USA. We are still proudly brewed in our namesake town of Tecate using the same high-quality recipe since 1944. TECATE® is imported by Cervezas Mexicanas, White Plains, N.Y. For news and updates, follow us on Twitter & Instagram @Tecate, or visit TecateBeerUSA.com.
About Gerencia 360
Gerencia 360 is an independent Latin record label, music publisher, booking agency and management company under one roof, specializing in the development of artists and performances. Gerencia was started in 2013, founded and managed by a team of industry veterans with decades of experience. The label specializes in discovering and developing unique talents, leading them to become great idols of Regional Mexican music.
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