On April 21, Miami based Burger King Corporation launched Tu Ciudad, Tu Música in Harlingen, Texas which will conclude June 23 in Miami, Florida. This is the latest Hispanic marketing platform from the fast food giant who is enjoying great success in the general market with their strategic shift in target.

Kudos to Brommley (Hispanic AOR) for fighting and developing an autonomous communication strategy that is significantly different, but not conflictive with that of the general market. Not that BK’s general market advertising is not genius because it is…and I’m a big fan. It’s just that the tone and manner of the general market campaign is much too “in your face” and arrogant for the Hispanic masses. But it’s awesome and if sales are any indication…the communication shift has made a huge impact on the business. So was going public which they did last year as BKC in the NYSE.

Tu Ciudad, Tu Música, although very vanilla in comparison to it’s “American” cousin, is a talent showcase that will provide aspiring musicians with the opportunity to be named the best local band in 10 U.S. cities and will include stops in McAllen, Dallas, Phoenix, Fresno, Houston, San Francisco, Chicago, New York, Los Angeles and Miami.

A panel of local judges will determine winners of each competition. Selection criteria will be based on each band’s live performance, musical talent and crowd enthusiasm. Something we know our target will not have an issue doing. Loudly.

The Tu Ciudad, Tu Música talent showcase promotion will showcase popular local Hispanic bands that will be pre-selected to battle it out for a chance to win prize packages which include $2,500 in cash and the opportunity to get their music on area radio stations. Not too shabby for BK who has shown commitment to the music platform in the Hispanic market. In fact, if I recall correctly, the sponsored a promotional musical platform by the name of “We Sing En Español…And English Too,” a program for middle and high school students that taught them about the contributions of Hispanics to the music industry…a program I believe that would make an amazing Hispanic Heritage effort. I believe that the video was a special that was run on Hispanics which was re-purposed for this effort.

“Burger King Corporation recognizes the importance of supporting rising talent in local communities,” said Alexandra Galindez, Director - Multicultural Marketing. “This year, BKC embraces the diversity within Latin cultures by providing a platform for Latino music’s newest stars.”

It seems that Telemundo was on the ball with this one too as they will be conducting a national sweepstakes in which fans can also win one of several prize packages that includes a trip for two to attend the final Tu Ciudad, Tu Música concert in Miami.

In all, I believe this is a solid Hispanic effort that has several “legs” if executed correctly. I will keep you all posted on updates with this effort as I will be tracking it closely. My only hope is that I won’t be disappointed by the lack of interactive components which BK general market is famous for.

You can catch more on the BK site at http://www.burgerkingmusica.com and listen to samples of the bands featured including a really cool song titled “Ya No Puedo Mas” by La Legión. Enjoy their live video below chicos!

- Written by Miamiadguy