The star of our Streaker campaign was Eugenio Derbez, the famous and beloved comedian, actor, film director and screenwriter. As evidence of his fame, Eugenio Derbez had the top Q score among Spanish-speaking Latinos in 2013 (source: Q Scores, 2013). His irreverent sense of humor, considerable talent, and huge popularity helped set the provocative tone we needed to break through with our initiative.

We produced content consisting of what looked to be a real match between two recognizable European clubs, and leaked "fan-generated" phone camera footage to spark engagement—making viewers wonder whether it was really Eugenio Derbez running naked on the field.

To maximize the limited budget, the media strategy behind our leaked Streaker video relied heavily on Social and PR tactics. Prior to April Fools’ Day, DishLATINO “leaked” a smartphone version of the Streaker video on Twitter and Being Latino’s Facebook page (a leading Hispanic digital destination). Relevant influencers also shared the video, hinting that the streaker resembled Derbez, who was in on the joke yet denied involvement via social media. Additionally, we tapped Twitter influencers to add their two cents to the conversation.

Newspaper wraps resembling tabloid covers also “broke the story” before the finished video was eventually released. Three alternate ending videos were also created to keep viewers engaged with Derbez’s hijinks and allow them to explore the crazed fan’s fate. Finally, to supplement these efforts, DishLATINO dominated top Hispanic online publications through homepage takeovers and custom content.

As for results, digital media drove the 2nd highest volume of subscriptions in DishLATINO history during April, 2015. Relative to engagement, site visits were up over 180% while video content attained over 4 million views. Lastly, the campaign achieved earned media coverage in 130 outlets, achieving a reach of over 62 million impressions.