When Syfy was creating a launch campaign for their new series Defiance, they included a Hispanic push. They knew that they could target and speak to bilingual Hispanics by reaching them in Spanish television. They did this by marketing the English language series to a Hispanic audience using Spanish language promos. The Spanish language creative was different than the English language spots; they highlighted issues that are an integral part of Hispanic culture such as forbidden love due to different backgrounds and work ethic. These touch-points that were conveyed are central to Hispanic families and could entice a bilingual Hispanic to tune into a new series they could relate to.




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