Verizon’s My Fabulous Quince

Verizon Wireless created the "My Fabulous Quince" essay contest to recognize the importance of the Quinceañera to Latino families.

Background and Challenge

Latino families commemorate the coming of age of loved ones turning 15 with a Quinceañera, a special celebration that marks their entrance into adulthood.

According to MultiMedia Intelligence, Hispanic teens represent 16% of the overall U.S. teen market. Moreover, by the age of 15 nearly 64% of Hispanic teens own a wireless phone. Considering the size and potential profitability of this $25 billion dollar audience, the "My Fabulous Quince" essay contest started in 2008 at a regional level. The campaign’s success prompted Verizon to expand it to a national level in 2011 to provide more teens with the opportunity to make their Quince dreams come true.

Process

To announce the initiative on a national level, The Axis Agency created a targeted PR and digital campaign. The program continually engaged Hispanic national media and bloggers.

Verizon’s "My Fabulous Quince" was created to strengthen the brand’s relationship with Hispanic consumers by honoring family traditions and promoting educational achievement. The essay contest asked teens to answer three questions about what a Quinceañera means to them, their plans after high school and how they use technology to make their Quince dreams come true.

"My Fabulous Quince" 2011 awarded 13 teens from top U.S. Hispanic markets with scholarships and an all-expenses paid Quince. One special grand prize winner also enjoyed a concert at their party by multi-platinum recording Latin music artist, Prince Royce.

As part of this program, Verizon activated 14 Quince planning expos, where families and teens received tips on how to plan their Quince and enjoyed makeovers, fashion shows, food and music at local Verizon Wireless stores. Additionally, attendees received special meet-and-greet VIP passes to meet Prince Royce by making a purchase at a Verizon store or donating a no-longer-used cell phone to Hopeline to support victims of domestic violence.

Results

For the fourth year in a row, "My Fabulous Quince" exceeded expectations and captured the hearts and loyalty of Hispanic teens and their parents.

As the contest gained national visibility, the number of total entries increased to almost 10,000 contest registrations, accounting for 120% more entries than in 2010. My Fabulous Quince became the flagship Hispanic program in 2011 for Verizon Wireless and FiOs.

  • 10,000+ entries and 20,000,000+ media impressions
  • 8,400+ attendees at MFQ planning expos
  • 2,700+ meet-and-greets with talent at expos
  • 2,500+ phones donated to Hopeline by consumers at expos

 

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