Farmers Insurance and GLR Networks announced the winner of their joint online sweepstakes that offered listeners across the US a chance to win an all-expense paid trip to attend a Chivas de Guadalajara home game. Paula Piñeiro from Manhattan Beach, CA was notified that she and a guest will go to Mexico to attend a Chivas home game during the Torneo de Clausura (Closing Tournament) 2010 – also known as Torneo Bicentenario.
“I’m very thankful to Farmers and GLR for this trip,” said Piñeiro. “My husband and I are Chivas fans and we are looking forward to seeing them play at their home stadium for the first time.”
Farmers and its U.S. Hispanic AOR Accentmarketing, devised the multi-pronged promotion along with GLR Networks as part of the insurer’s efforts to reach Hispanics through their passion for soccer. The undeniable popularity of the Chivas de Guadalajara team among U.S. Hispanics provided a great opportunity for Farmers to delve deeper into the Hispanic digital landscape. The partnership with the radio group allowed Farmers to reach the more than 1 million unique visitors that the GLR network of online stations reaches each month. The multi-tiered promotion also leveraged GLR’s broadcast reach as well as grassroots efforts.
“We are thrilled that this engaging program was a hit with the U.S. Hispanic community. Through our partnership with GLR Networks, we successfully extended our reach across a number of different consumer touch points, including digital,” said Luisa Acosta-Franco, Vice President of Multicultural Marketing for Farmers. “At Farmers, we strive to offer our customers the peace of mind associated with knowing that their insurance coverage is right for them.”