Kmart Launches U.S. Latino Series on YouTube
10 Aug, 2011 By: Angelique FloresKmart has created the first brand-produced U.S. Latino video series distributed through YouTube.
“Madres y Comadres” is an eight-part original Spanish-language miniseries about two Latina moms and the challenges they face raising a family in America while maintaining their cultural identity. The series is written and directed by Alberto Ferreras, best known for his long-running “Habla” documentary series on HBO Latino. The lighthearted webisodes are styled like a telenovela and are accompanied by 12 video interviews with real moms from Mexico, Peru, Guatemala and Colombia managing the nuances of raising American children in a traditional Latino household.
Kmart launched a customized host channel at YouTube for the series at . The channel includes data capture, Facebook and Twitter social plug-ins and sharing features, and shopable video. The show also will have its own Twitter account @MadresyComadres and Facebook media, consistent with the multiple platforms where Latino usage is outpacing other audience segments.
“The first episode of ‘Madres y Comadres’ launched this month just in time for back-to-school and aligns with the recently launched Latina Smart Facebook page, allowing Kmart to develop a deeper relationship with Hispanic women who are both tech savvy, yet underserved from a content perspective,” said Mark Snyder, chief marketing officer at Kmart.