El Planeta, Boston’s favorite Spanish daily, has launched their newest and most innovative tool yet to reach the multicultural audiences of today’s high-tech world. They have taken an important step forward in this digital era as they introduce their new animated character “Martin”, a friend that is in constant contact with the Latino community in Boston via the WhatsApp app. This world-famous free messaging app for smartphones has been handpicked by El Planeta because of the platform’s strong ties to the multicultural audience. Latinos in the U.S. use WhatsApp more than any other racial or ethnic group, reaching a user base of 32 million in the last few years. Both innovation and human intuition are at the heart of this new initiative.
“That sense of connection and intimacy that characterizes Latinos is enhanced by WhatsApp’s accessibility. This allows a special one-on-one contact between Martin and the community”, explained Andrea Chacon, Marketing Associate of El Planeta Media and creator of Martin.
Martin not only reinforces El Planeta’s traditional relationship with cultural audiences, but this character also serves as an effective bridge to connect regional brands and Boston’s Latino community.
“Brands historically don’t speak. I was created to give you what you want from them. Free products? Free concert tickets? A special trip to the Zoo? I have it all. Just try me. Only via WhatsApp 617.379.0218”, answered Martin.