Inside the Latin GRAMMY Sponsors’ Experience & Integrations.

By Lili Gil, Co-founder XL Alliance and Media Contributor

It’s the biggest week in Latin music and The Latin Recording Academy proudly announced its official sponsors for the XIII Annual Latin GRAMMY Awards. Celebrating 13 years of partnership, Heineken is back as an official sponsor. In addition, to this long standing sponsor which has turned the red carpet ‘green,’ 7UP, Gucci Timepieces & Jewelry, Delta Air Lines, McDonald’s, L’Oreal Paris, Jack Daniel’s, MetroPCS, and Allstate have also joined in this exclusive list of sponsors.

Aligning to their brand priorities and essence, the participating brands have created custom experiences in-market and brought on-site/ in-show activations to better connect with their audiences. Watch a recap of the ‘who is who’ of sponsors directly from the Heineken House of Music in Las Vegas:

Here is the rundown of sponsors and their activation platforms in association with the Latin GRAMMY Awards as officially published by the Latin Recording Academy of Arts and Science:

Heineken returns as the official beer sponsor of the Latin GRAMMY Awards with their marquee green-carpet arrivals area, which will feature a special live performance by Latin GRAMMY winner Fonseca. Heineken is also this year’s official presenting sponsor for “Latin GRAMMY En Vivo,” a behind-the-scenes, live-streamed webcast on LatinGRAMMY.com. Heineken returns as a proud partner of the 2012 Latin Recording Academy’s Person of the Year tribute honoring Caetano Veloso, and the official Latin GRAMMY After-Party. Local fans age 21 and older are invited back to the “Heineken House of Music,” an audio and visual multisensory Latin music experience with live performances at the Mandalay Bay Hotel & Casino from Nov. 13–15.

7UP returns as the official beverage sponsor of the Latin GRAMMY Awards and surrounding events, bringing their refreshing products to the public at the Latin GRAMMY Street Parties, Latin GRAMMY Acoustic Sessions, The Latin Recording Academy Person of the Year tribute gala, and the official Latin GRAMMY After-Party. 7UP will also provide beverages and gifts to lucky fans who are part of the “green-carpet” bleachers at the Latin GRAMMY Awards. Additionally, as part of their Latin GRAMMY partnership promotions, 7UP recently held a sweepstakes for a VIP Latin GRAMMY experience and will host a private Enrique Iglesias concert to take place the night preceding the telecast.

Gucci Timepieces & Jewelry is pleased to return as an official partner of The Latin Recording Academy. The partnership began last year with the launch of a special-edition collection of timepieces and jewelry inspired by the eclectic world of Latin music. This year, Gucci Timepieces & Jewelry will unveil the latest models in the I-Gucci Latin GRAMMY Collection at an exclusive suite where special guests will have the opportunity to preview the collection. Gucci Timepieces & Jewelry will recognize the nominees in the Best New Artist category with the special-edition I-Gucci Latin GRAMMY watch and will present the 2012 Latin Recording Academy Person of the Year, Brazil’s Caetano Veloso, with a custom I-Gucci Latin GRAMMY watch set with 42 diamonds. A Gucci clock will also be featured on the LatinGRAMMY.com homepage, where fans can count down the days, hours and minutes until The Biggest Night in Latin Music.

Delta Air Lines is proud to return as the official airline sponsor of The Latin Recording Academy, Latin GRAMMYs and The Latin Recording Academy Person of the Year tribute dinner. Delta customers and members of Delta’s SkyMiles frequent flyer program from Mexico and Brazil can win trips to see the Latin GRAMMYs live in Las Vegas through a variety of sweepstakes and radio promotions. Additionally, Delta is implementing a tailored in-flight Latin GRAMMY radio station featuring nominated artists, which is being promoted via their in-flight Sky magazine. Delta is also paying homage to Caetano Veloso, the 2012 Latin Recording Academy Person of the Year, by playing his music during the boarding of flights from Brazil for the month of November.

McDonald’s is returning for the fifth consecutive year, bringing its Latin GRAMMY sponsorship alive through support of the Latin GRAMMY Street Parties and The Latin Recording Academy Person of the Year gala. Once again, McDonald’s is giving customers the opportunity to attend this year’s Latin GRAMMY Awards in Las Vegas to experience The Biggest Night in Latin Music firsthand through a sweepstakes. In addition to the Latin GRAMMY Street Parties, McDonald’s is also taking its Fiesta Tour Truck to 15 U.S. markets to showcase their Latin GRAMMY exhibit, which features memorabilia, music and other interactive Latin GRAMMY-related experiences.

L’Oreal Paris, the number one beauty brand in the world, is pleased to announce their partnership with the Latin GRAMMYs this year as the official cosmetics sponsor. The L’Oreal Paris division of L’Oreal USA Inc. is a total beauty care company that combines the latest technology with the highest in quality for the ultimate in luxury beauty. The brand’s iconic philosophy, “Because You’re Worth It” celebrates women’s self-worth and inner and outer beauty. This message is represented by more than 25 international spokespeople includes Jennifer Lopez, Eva Longoria, Ximena Navarrete, and Martha Debayle. L’Oreal Paris will highlight their luxurious cosmetics products, including Voluminous Power Volume 24H Mascara, at backstage touch-up stations for talent participating at of the Latin GRAMMY Awards. Guests of the Latin GRAMMY festivities will also have the chance to experience and take home L’Oreal Paris’ products through various gifting opportunities including The Latin Recording Academy Person of The Year tribute gala and the official Latin GRAMMY After-Party, the latter of which L’Oreal Paris is an Official Sponsor.

Jack Daniel’s, one of America’s most iconic spirit brands and part of the Brown-Forman portfolio of brands, joins The Latin Recording Academy for the first time as the official spirits sponsor for The Latin Recording Academy Person of The Year Gala, the XIII Annual Latin GRAMMY Awards and official Latin GRAMMY After-Party. Jack Daniels will partake in the exclusive celebrity VIP lounge at the Official Latin GRAMMY After-Party where they will be featured in a cocktail as well as on the rocks as the official “spirit” of the night. Attendees will sample these cocktails highlighting the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey. Jack Daniel’s will also be gifting talent and celebrities at the backstage talent gift lounge during the days preceding the telecast.

In their first year of sponsorship, MetroPCS is honored to partner with the XIII Annual Latin GRAMMY Awards to show its support for Hispanic arts and entertainment. MetroPCS will set up charging stations for Latin GRAMMY guests to ensure that they can stay connected. As part of the company’s goal to deliver an exceptional mobile consumer experience, MetroPCS is providing a once-in-a-lifetime experience by sending fans to Las Vegas on Nov. 15 to attend the XIII Annual Latin GRAMMY Awards for two days of “unlimited” fun and music. To enter the contest, visit Univision.com and enter the search word “Metro” or “MetroPCS”.

Allstate, the nation’s largest publicly held personal lines insurer, returns as a proud sponsor of the Latin GRAMMYs. In honor of the XIII Annual Latin GRAMMY Awards, Allstate is partnering with Univison to give away 13 MP3 players with music gift cards every week on Univision.com leading up to the Latin GRAMMY telecast. To enter, fans can visit Univision.com and enter keyword “Allstate.” Additionally, Allstate has created robust TV and digital campaigns. From on-air call outs and customizable content, to the latest in technology, the Univision co-viewing experience provided by Allstate is a first-ever event.

NuevoMall.com is a new Spanish-language celebrity and lifestyle destination where fans can connect with their favorite Latino stars, as well as the products, people and places that these stars love best The Latin Recording Academy andNuevoMall.com will host the biggest celebrities in Latin music at an exclusive “Celebrity Lounge” at the official Latin GRAMMY After-Party. This private invitation-only lounge will continue to bring the glamour and excitement of the Latin GRAMMY Awards to the official after-party.. Celebrities will have a chance to mingle and celebrate as they watch exciting live performances at the official after-party and enjoy many surprises.

Congratulations to each sponsor for your commitment and investment in the fastest growing segment of consumers in the U.S. and for connecting with one of the most important passion points for Latinos; music.

Stay current with Hispanic Marketing insights and subscribe to HispanicAd.com . And stay connected to the latest happenings in news and pop culture with a Latino business perspective watching YouTube’s 1st and Only Hispanic Business Channel: Moments to CultuRise with Lili Gil. Contact: Twitter @liligil or visit myculturalintelligence.com .

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