News Column

Para Mama, Hire a Virtual Mariachi Band

May 8, 2013

Staff Reports --

Mariachi Monumental de America
Mariachi Monumental de America

The usual flowers, jewelry, brunch and cards are fine for Dia del las Madres. Nothing wrong with them, easy to do, moms like them, and they're much cheaper than a new car.

Toyota's setting up another way for close-knit Hispanic families to show Mama she's loved, though. Its social media sing-along Serenata para Mama (Serenade a Mom) offers a virtual serenade delivered by a mariachi band.

The personalized e-video serenade will be hosted on Facebook Toyota Latino May 7-31.

"Mother's Day is an emotional day of celebration, and we wanted to give people in the Latino community a special way of showing moms their love," Monica Peterson, national manager of Toyota Social Media, said in a statement.

The push has the added benefit for Toyota of getting people talking about the car company and its products, of course.

When users visit on mobile or desktop they will see a video of the band Mariachi Monumental de America.

Band members will call out instructions for visitors to pick a song and give a name. The band then exits the frame and the singer walks on and dedicates the song to your mom. (Or whoever else you dedicate it to. The possibilities for fun are pretty rich here.) The band comes back on and plays the selection. The videos can be shared on Facebook, Twitter (#paramama) or via e-mail.

Serenata para Mama will be featured across all Toyota digital channels, including, Toyota in Action, Facebook and Twitter Toyota Latino. This multi-social-media celebration of Mother's Day was developed in collaboration with Conill, Toyota's Hispanic marketing partner.

"We felt the serenade theme combined with social platforms struck the right chord between the world of today and Latino heritage," Ross Ludwig, Conill executive creative director, said.

Meanwhile, here's Mariachi Monumental de America in action:

Source: (c) 2013. All rights reserved.

Story Tools Facebook Linkedin Twitter RSS Feed Email Alerts & Newsletters