New music website offers Latinos exclusive programming with a mix of
music, blogs and video content
MIAMI & AUBURN HILLS, Mich.--(BUSINESS WIRE)--
Yahoo! en Español, the premier digital media company, and the Ram Truck
brand today announced the launch of La
Banda Ram, the first dedicated Mexican regional music channel.
Accessed from on Yahoo! en Español's omg! site, La Banda Ram offers fans
exclusive programming, music news, and lifestyle-relevant Ram Truck
brand integration. The site debuts today and can be found at: es-us.omg.yahoo.com/la-banda-ram/
Focused on engaging the U.S. Latino audience with premium content, La
Banda Ram connects consumers to an entertaining mix of music, blogs,
exclusive photo content, originally produced video programming, and the
latest news and updates from established and up-and-coming artists of
the Norteño, Banda, Duranguense and Grupero regional music genres.
"La Banda Ram provides an excellent opportunity for our brand to
emotionally connect with our Latino consumers in a culturally relevant
manner," said Fred Diaz, president and CEO of Ram Truck Brand and
Chrysler de Mexico, Chrysler Group LLC. "Music is a universal bond and
Ram is proud to team with Yahoo! and be part of the first music channel
dedicated solely to the increasingly popular Mexican regional music
"La Banda Ram is a great example of how only Yahoo! can create a unique
and compelling content solution to engage a diverse, multi-cultural
audience, all in line with Ram's brand needs and advertising positioning
to Latinos," said Armando Rodriguez, vice president and managing
director, Yahoo! Latin America and U.S. Hispanic. "Every month, more
than 75% of the U.S. Latino population turns to Yahoo!1; this
reach combined with our investment in premium content and our ability to
deliver truly personalized experiences makes Yahoo! the premier digital
media company for the Latino audience."
La Banda Ram is the newest extension of the Ram Truck brand's most
comprehensive Hispanic advertising campaign to date, "A Todo, Con Todo",
which launched in early October. A Todo, Con Todo, "to everything, with
everything," focuses on the important values of hard work, dedication,
and commitment to family and community, and captures the consumer
mindset and true essence of Ram. Ram will harness the Yahoo! en Español
website to define and communicate the Ram brand lifestyle as well as
deliver information and messages about its products through a seamless
integration into programming that is of interest to Latino music fans.
This launch builds on the successful Ram and Yahoo! collaboration
Country on Yahoo! Music," now in its second year. La Banda Ram
creates an association between the Ram Truck brand and Mexican regional
music in the hearts and minds of Latino consumers, just as Ram Country
does with country music fans.
The Ram brand's A Todo, Con Todo Latino advertising campaign includes
television, radio, print, newspaper, and digital media, and features
bi-lingual Ram Truck owners providing real-life testimonials. The
campaign, running in the 15 top Latino markets was produced in both
Spanish and English.
Yahoo! (NASDAQ:YHOO) is the premier digital media company, creating
deeply personal digital experiences that keep more than half a billion
people connected to what matters most to them, across devices and around
the globe. And Yahoo!'s unique combination of Science + Art + Scale
connects advertisers to the consumers who build their businesses. Yahoo!
is headquartered in Sunnyvale, California. For more information, visit
the pressroom (pressroom.yahoo.com) or the company's blog, Yodel
Yahoo! is the trademark and/or registered trademark of Yahoo! Inc. All
other names are trademarks and/or registered trademarks of their
About Ram Truck Brand
The Ram Truck brand continues to establish its own identity and clearly
define its customer since its launch as a standalone vehicle brand.
Creating a distinct brand for Ram trucks has allowed the brand to
concentrate on how core customers use their trucks and what new features
they'd like to see. Whether focusing on a family that uses its half-ton
truck day in and day out, a hard-working Ram Heavy Duty owner or a
business that depends on its commercial vehicles every day, Ram has the
truck market covered.
The 2011 Ram 1500 was named a Consumers Digest Best Buy and AUTOMOBILE
Magazine All-Star. Ram 1500's smooth-riding suspension and 20 mpg, 390
horsepower HEMI® V-8 are just two of the reasons it beat the
competition. Ram 1500 also was named the Truck of Texas by the Texas
Auto Writers Association in 2011.
The Ram Truck brand has the most innovative lineup of full-size trucks
on the market. Ram Truck has emerged as a full-size truck leader by
investing substantially in new products, infusing them with great looks,
refined interiors, durable engines and features that further enhance
their capabilities. Ram trucks now boast these segment exclusives:
Coil-spring rear suspension on Ram 1500 for best-in-class ride and
Available RamBox lockable and lighted bedside storage
In-floor storage on all Ram Crew Cabs
The largest cab in the market — Ram HD Mega Cab
Standard six-speed manual transmission on all diesel models
Truck customers, from half-ton to commercial, have a demanding range
of needs and require their vehicles to provide high levels of
capability. Ram trucks are designed to deliver a total package
1 Comscore, September 2011
Cory Pforzheimer, 1-408-349-2686
Eileen Wunderlich, 1-248-512-0332
Source: Yahoo! Inc.
News Provided by Acquire Media