Dewar’s Blended Scotch Whisky and Universal Music Latin Entertainment (UMLE) announced an exclusive relationship for a campaign in celebration of Latin music’s hottest night of the year on November 10. The campaign begins today with a launch of a unique collaborative Facebook application designed to make it easy for music fans (aged 21 and over) who are not attending the international Latin music awards show to stay connected online to their favorite nominated Universal Latin artists via the Dewar’s Facebook page facebook.com/dewars.
“Dewar’s has a long history as a blended Scotch whisky of choice among Hispanic consumers due to the exceptionally smooth taste,” said Fannie Young, vice president, brand managing director, Dewar’s Blended Scotch Whiskies. “Working with Universal Music Latin Entertainment gives Dewar’s Blended Scotch whisky a fully integrated music platform connecting with Hispanic consumers through one of their key passion points and further enhance their affinity for the brand.”
By simply clicking the “Like” button on the Dewar’s Facebook page at facebook.com/dewars, fans of legal drinking age will gain access to one of two free downloadable playlists and other exclusive content from today’s hottest hitmakers, including Enrique Iglesias (two tracks, one featuring Juan Luis Guerra), Don Omar, Los Tigres Del Norte (featuring Paulina Rubio), Wisin Y Yandel, and Luis Fonsi.
Dewar’s Blended Scotch whisky will kick the festivities up a notch by bringing its fabulous signature cocktails and the ultra-luxe ambiance of its Momento D lounge to Las Vegas on Nov. 10, 2011 for UMLE’s highly anticipated, invite-only, “Noches de Estrellas” post awards celebration. The VIP private affair will undoubtedly be the epicenter of excitement as it will bring together A-List artists and top music industry executives for an unforgettable evening of exquisite music.
“We’re excited to work with Dewar’s Blended Scotch whisky. The brand’s vision for reaching consumers through innovative uses of technology and social media is totally in-line with ours. It’s great to collaborate with a premium brand also interested in looking to the future to develop impactful cross-promotional campaigns to reach, maintain, and grow the consumer base in an organic way,” describes Gustavo Lopez, executive vice president of brand partnerships, business development and digital, Universal Music Latin Entertainment.
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