As Hispanics are hyper-aware of and intrigued by popular culture trends, messaging supporting Wendy's sponsorship was developed to take advantage of these strengths. TV support aired at moments capitalizing on the anticipation and frenzy preceding and during the event. Online media was positioned within relevant entertainment, music and Premio webpages. Banners drove online traffic to an entertainment trivia quiz while simultaneously tempting Premio fans with Wendy's food offerings and educating consumers about menu options.

The Hispanic Media team effectively secured a three-month brand presence from a single evening's event! Viewership was at an all-time high, resulting in a 31 Household rating, overdelivering the estimate by 15%. The Premio lo Nuestro mini-site garnered record traffic with 16 million page views and 800,000 visits – delivering Wendy's brand message through logos and text.