La Leyenda

La Leyenda is a regional Mexican music band from Monterrey, Nuevo Leon.

Artist Overview

The group was founded in 1995 and currently contains Eliseo Robles Jr. (lead singer), Israel Gutierrez (bassist), Edgar Salinas (percussion), Manolo Robles (accordion), and José Luis Ayala Jr. (drums). Their single “La Comezón” was featured in the Música Ford program.

Brand Partnership

La Leyenda teamed up with Música Ford in Febuary 2016 to promote their new song “La Comezón.” The program targeted areas in North Texas including Amarillo, Midland, Odessa, Waco, Temple, El Paso, Dallas, and Fort Worth. MAX created a short video that included the group’s story and a peformance of their new song. This video, along with other audio and social promotional content, was strageically placed on various outlets including a campaign site, Facebook, Pandora, and Twitter. The co-branded marketing program culminated with a live performance in Fort Worth.

Program Highlights

La Leyenda’s program with Música Ford amassed more than 6 million impressions across radio, streaming, and social media. Because La Leyenda entered its brand partnership with a strong preexisting affinity for Ford, the band built on the MAX-powered 6 million impressions by doing press and radio spots on their own. At a live show in Fort Worth, MAX powered a fan giveaway that collected opt-in contact information for 120 fans, which was approximately 10% of the audience.

Concesionarios Ford de Tejas presentan a: La Leyenda